If you look up the definition of “trailblazer”, you will find that it means someone who is a pioneer or an innovator. When it comes to the sports radio industry, CBS Sports Radio’s Amy Lawrence fits that description like a glove.
The host of After Hours, heard weekday overnights from 2am to 6am eastern time, has been hosting sports radio shows for more than two decades. Lasting that long in the business is hard enough when you’re a male, but she has been able to do in an industry that has not always been accepting to females.
But, even through some very difficult moments, she has persevered to carve out a very successful career.
“There were times when I did not know that I would survive,” said Lawrence, a native of Concord, New Hampshire. “I was fired multiple times for no reason. I was dropped from rotations. I will never take it for granted. I’m grateful that I get to do what I love every single night. There’s still a passion for it. Every time the microphone goes on, I still feel butterflies to start a show because that’s how much I love it.”
Lawrence has been with CBS Sports Radio since its inception in 2013. Prior to that, she spent 9 years as a host at ESPN Radio, where she was the only regular female host.
“It’s unheard of for a host to be in the same time slot on the same show on the same network for this length of time and there are no other women who are doing it,” said Lawrence. “I’m proud of it now but mostly I want to make sure it’s easier for other young women coming up behind me.”
After graduating from Messiah College with Bachelor’s Degrees in Communications and Accounting, Lawrence went on to earn her Master’s in Television and Radio from Syracuse University.
That accounting degree came about because there many people who doubted that sports talk radio would work out for her.
“I had many people tell me that women didn’t do sports talk radio and that I should have a backup plan,” said Lawrence. “Accounting supplemented my income for years in radio.”
Nothing like earning a few extra bucks while you’re on a path to proving people wrong!
Before national radio came calling, Lawrence made local radio stops in Rhode Island, New Hampshire, Syracuse, Rochester and Oklahoma City, where she was the first female sports talk radio host in state history.
Blazing a trail was more than just a concept or a goal. For her, it was a necessity. It’s not like there were many other women who not only wanted to be in sports talk radio, but also had the fire to go out and do it.
“I remember there was no one who I could ask for help,” said Lawrence, who also has more than 25 years of experience in college basketball doing play-by-play and color.
“There was no one who looked like me, sounded like me, or had the same career goals as me. People ask me a lot who did you look up to? Who did you get inspired by when you were first in this business? It’s all men which is okay. I had some great role models.”
Today, there are young girls who aspire to be in sports radio who now have role models to look up to an emulate…namely Lawrence, who is more than happy to fill a role that wasn’t available to her when she was starting out.
In addition to her full-time job talking sports overnights, Lawrence loves to play the role of mentor which includes being an Adjunct Professor at her alma mater Syracuse University.
She’s always more than happy to share her experiences and offer advice.
“I am proud of the fact that now, when other young women come up through the business or begin their journey, they can look and listen to the example that I have set and they know they’re not alone,” said Lawrence. “That’s what I felt most of the time during my career. I felt primarily alone. I didn’t have anyone to give me advice or share wisdom or experience and I am determined to do that for other young women who reach out.”
Sports radio, and sports broadcasting in general for that matter, has historically been a male-dominated industry. That has been changing with many women, including Lawrence, holding down high-profile jobs including sports talk, reporting, anchoring and play-by-play. But, unfortunately, there’s still the challenge of women having to deal with hate, especially on social media, from those who believe that women don’t belong in sports.
It’s something that Lawrence has faced in her career.
“I remember the very first time I wandered into a chat room when I was serving as a local host in Norman, Oklahoma and I cried my eyes out,” said Lawrence. “People were making things up about me. It was untrue. The things that they were saying were very hurtful and who knows whether or not the people reading through the posts on the chat actually believed them but that’s something I can’t control.”
Lawrence was able to channel her inner Taylor Swift and “shake it off” to become a success in this industry.
Even with her success, she still has to endure the nonsense from the haters and the doubters.
“When I first got to CBS Sports Radio and my profile started to blow up on both Twitter and Facebook. There were times when I would reply and I would try to set the record straight or I would get snarky and sarcastic and defensive,” said Lawrence. “And then it dawned on me that those people are just looking for a reaction. It used to be very emotional for me. Now it doesn’t bother me. Not every battle is worth fighting and social media is generally not a battle that is worth your time and your effort.”
Going back to the start of her career, Lawrence has been determined to be successful. A few silly words sent in her direction on Twitter is only going to fuel her fire.
“The only thing that the resistance, the hate, the reaction, the criticism has done over the course of my career is cause me to dig in my heels,” said Lawrence. “It’s caused me to realize that I need to be even better. It’s caused me to look at this as a fight and I have to not only defend myself but defend my territory.”
The sports radio industry is certainly different today than it was when Lawrence was starting out.
It goes without saying that social media now plays a huge role in how listeners can engage with a radio station and the hosts.
Whether it’s polls relating to hot topic sports issues or a popular segment called “Ask Amy Anything”, there’s more to After Hours than just picking up the phone and calling the show.
“We now have this immediate platform for interacting with listeners and also fellow members of the industry,” said Lawrence. “That’s how we make a lot of contacts when it comes to guests on the show, when it comes to news and you really cannot do our job without social media.”
Lawrence also embraces the digital technology that is now a big part of sports talk radio. She may host the overnight show, but thanks to podcasting and the on-demand features of the free Audacy app, listeners can access the show’s content at all hours.
“Now you can say ‘hey if you missed it, here’s where you can find it.’ People can listen on their own time,” said Lawrence.
More than 20 years into her sports talk career, Lawrence is showing no signs of slowing down. She has the same passion. It helped her become a huge success but now it’s that passion that will keep her going.
Because unlike when she was getting into the business, there’s competition.
“I know that I need to be on the top of my game,” said Lawrence. “I don’t want to be an OG and just kind of ride off into the sunset. It’s a very competitive business. Our industry is going through challenges like never before. I have to stay relevant and I have to continue to push myself because otherwise these young people will pass me.”
Remember the final scene in Rocky III when Rocky Balboa and Apollo Creed are about to have their secret third fight?
Apollo says to Rocky “I’m still young enough to whip your butt stallion.”
Rocky replies “Oh yeah? How are you going to do that? You taught me everything you know.”
And then Apollo says “Almost everything. You gotta remember that you fight great but I’m a great fighter.”
A trailblazer for women in sports radio, Amy Lawrence is the inspiration for those young people who are striving to be just like her. She’s more than happy to show them the ropes, but she’s not ready to give away her microphone just yet.
