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World Cup Lessons Every Radio Program Director Must Hear

Kevin Callahan
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World Cup Lessons Every Radio Program Director Must Hear

As we look back at the holiday weekend, the energy across the country was locked into Seattle Stadium. Let’s start by giving some massive, well-deserved love to the U.S. Men’s National Team. Under Mauricio Pochettino, this squad didn’t just play soccer — they generated an incredible wave of national pride and made program history. They put up the most goals ever scored by a U.S. team in a single World Cup campaign. They fought with pure heart and absolute tenacity, proving that when you have a deeply committed roster, you can inspire a nation.

When star striker Folarin Balogun was handed a highly controversial red card in the previous round, it triggered an automatic suspension that threatened to derail the team’s momentum. That’s when the executive level stepped in. Rather than simply accepting a bad call from the refs, the president picked up the phone and called FIFA President Gianni Infantino directly, fiercely advocating for a review. He used his influence to fight for his player, arguing that the dismissal was fundamentally unfair to the athlete and the game.

Political opinions aside, look at the core action: it was a leader stepping up to aggressively advocate for the U.S. Men’s National Team when the system went sideways. And right now, radio needs that exact same brand of fierce advocacy.

The Power of “Us VS The World”

On the other side of the pitch, Belgium’s coach Rudi Garcia saw this massive display of advocacy and did exactly what an elite tactical manager is supposed to do. He locked the locker room door, looked at his squad, and painted a definitive picture: It is us VS the world.

He took the external media frenzy, spun it on its head, and used it as high-octane motivation to build an unshakeable, hyper-focused bunker mentality. And on Monday night, that exact mindset carried Belgium to a hard-fought victory.

The “Us VS The World” framework is one of the most effective tools in a leader’s arsenal because it instantly filters out the noise. It tells a team to stop stressing over external variables they cannot control and channels every ounce of their collective energy into execution. In short, it transforms an organized group into a unified, defensive wall.

Should radio be taking this exact same approach right now? You bet your life we should!

Tuning Out the Negative Hype

Our medium is in a permanent state of battling outside narratives. We are constantly caught in a crossfire of negative media hype, layoffs, and critics writing our obituaries. If we sit around waiting for the outside world to validate us — or for listening on your device of choice to suddenly become “fair” on its own — we are going to lose the field.

We have to stop listening to the noise. The negative headlines only have power if we let them infect our locker room culture.

So, who is the coach in our industry fighting to overturn the bad calls being made against radio? Who is standing up to the critics and demanding that our medium gets the respect it deserves?

It’s us.

We are the coaches. The Program Directors, the Brand Managers, the Market Executives, and the operational leaders in the trenches every single day — we have to put on the captain’s hat. To overcome the negative narrative, a great coach doesn’t play passive defense or hide behind data. Instead, a great coach steps up, manages the corporate weather, and acts as a relentless advocate for their staff and the power of the medium.

Elite Talent Settles the Score

The U.S. squad didn’t back down for a second during that match. When the lights were brightest, Malik Tillman stepped up and fired an absolute rocket of a free kick past Thibaut Courtois to tie the game, sending 66,000+ fans into an absolute frenzy. It was a moment of pure, individual brilliance that proved why human talent remains our ultimate, irreplaceable competitive advantage.

That is what happens when you pair great coaching with world-class talent. When you cultivate an unshakeable, protected culture, your people don’t get paralyzed by the chaos — they get hungry.

Our personalities and our local connections are radio’s primary engine against every ounce of noise out there. But those creators need leaders who will back them to the hilt. They need coaches who will shield them from the industry noise and give them the green light to take creative risks, be vulnerable, and forge relentless local connections on our platforms.

The Final Whistle

It is officially us VS the world. Haters gonna hate hate hate… (nod to the wedding I didn’t write about).

Let them talk.

Our playbook for the rest of this year is simple: stop overthinking the fallout and start coaching with absolute tenacity. Build an ironclad locker room culture, fight fiercely for your people, and act as the primary advocate for your brand. When you pair the right “Us VS The World” mindset with elite talent, the external nonsense doesn’t stand a chance.

Drop the excuses.

You won’t get it right every time, and that’s OK. Make swift decisions until you reach the right one. We didn’t get here overnight, and it won’t get fixed tomorrow. So just remember that word — tenacity — and cue up “Everybody Wants to Rule the World” for a little extra oomph.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

David Roberts Reflects on Retirement, Diversity, and the Future of ESPN

John Mamola
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David Roberts Reflects on Retirement, Diversity, and the Future of ESPN

Few executives in sports media share a legacy similar to the one crafted by David Roberts. The ESPN Executive Vice President and Executive Editor of Sports News and Entertainment confirmed in May that he was retiring at the end of August. After nearly 50 years in media, Roberts decided now was the right time to close this chapter of his career and begin a new one.

The decision to walk away is never easy, no matter what level of achievement you earn over a career. However, Roberts believes every position in every line of work has a beginning, middle, and end. With every ending comes an opportunity for a new chapter to begin.

“You just know when you know,” says Roberts on how he made the decision to retire from ESPN. “You’re always planning for the next chapters in your life and career. You can’t work forever… I’m just appreciative that this company allowed me to be who I am.”

The identity Roberts built was one defined by guidance, drive, and mentorship. He has mentored some of ESPN’s biggest names and hired a diverse group that will help guide the network’s future. With a keen eye for identifying talent, Roberts has assembled an impressive mix of personalities across every program he oversees, placing the best people in each role while ensuring opportunities for individuals of all backgrounds.

When news of his upcoming retirement became public, many celebrated Roberts’ accomplishments. They celebrated a career built on staying true to the mission while helping elevate ESPN to a new standard of excellence.

“It was a nice feeling. It made you appreciate the group of people that we work with. But also take stock of what was accomplished and who you accomplished it with,” said Roberts. “Working at ESPN, you’re working with arguably the best people in the industry. Because of that, a great deal of our goals were accomplished through collective effort and teamwork. It’s nice to sit back and reflect on the things we accomplished as a team together.”

A Diversity Mission

Roberts’ career story has many chapters. Before his rise at ESPN, he began his career as a reporter for WGPR-TV in Detroit, the first African American-owned television station in the country. In addition, he became news director at WDTN-TV in Dayton, Ohio in 1987, where he became the first African American news director in the state’s history. He then moved to WBAL-TV in Baltimore in 1991 as news director before joining WXIA-TV in Atlanta in 1996 in the same role. Once again, he became the state’s first African American news director.

Dave Roberts ESPN (Courtesy ESPN Press | Andy Hall)
Dave Roberts ESPN (Courtesy ESPN Press | Andy Hall)

Roberts joined ESPN in 2004 as a coordinating producer and will leave overseeing one of the largest news operations in sports media. Yet his greatest impact on the industry will likely be his commitment to building a diverse and talented roster, both on camera and behind the scenes.

“The lack of diversity is still a problem in the industry. The fact that I was put into some very important positions and allowed to have the kind of input I had in a lot of the major decisions at ESPN is representative of the kind of positive diversity that is sorely necessary across the industry,” explains Roberts.

Even after a nearly 50-year career in media, Roberts remains optimistic the industry will continue moving toward a level playing field. Most importantly, he believes diversity is good for business. Moreover, that successful organizations thrive through representation, varied perspectives, and a deep understanding of their audience.

Roberts credits the executive leadership at The Walt Disney Company and ESPN President Jimmy Pitaro for embracing that philosophy and allowing him to create a level playing field in his talent acquisitions.

“We have Malika Andrews, Monica McNutt, Amina Smith, Chiney Ogwumike, Andraya Carter, and Christine Williamson. Those names represent where we are right now at ESPN. They’re all going to have an impact long into the future. That’s a big part of the legacy that I’m really proud of,” said Roberts. “There’s also Rich Eisen, JJ Reddick, and Bob Myers as well. Those people brought a diversity of thought, but also different types of talent that made us better. At the end of the day, it’s recognizing who your audience is, and recognizing who’s talented and who’s not.”

Belief In Journalism

When Roberts made the pivot from news to sports in 2002, he never imagined his run at ESPN would include the level of success and longevity it ultimately produced. Before making that career move 24 years ago, he noticed local television news was receiving less commitment and investment.

He says the transition to ESPN was a natural one. Moreover, Roberts viewed ESPN as a credible news organization that consistently adapted to the platforms where sports fans consumed news.

Over the years, ESPN’s operations have grown dramatically. Most recently, the network reached an agreement with the National Football League to acquire NFL Network in exchange for the league receiving a 10 percent stake in ESPN. Critics have questioned how the NFL’s ownership stake could affect the independence of ESPN’s award-winning investigative journalism.

Even in his final days with the network, Roberts pushed back on concerns that ESPN’s NFL coverage could become compromised.

“All of our league partners, we have great relationships with them. They understand what we do. The commitment to journalism should never be questioned in a serious way,” said Roberts, who referenced ESPN’s recent hiring of six Washington Post reporters who were laid off by their former employer. “The commitment to journalism at ESPN is as strong as it’s ever been. The NFL Network is now part of the fabric of what we are here at ESPN. That will not change [our approach at ESPN]. I can assure you of that.”

ESPN Strength In Numbers

Dave Roberts ESPN (Courtesy ESPN Press | Andy Hall)
Dave Roberts ESPN (Courtesy ESPN Press | Andy Hall)

Currently, Roberts has ESPN in a strong position. Viewership for many of the network’s studio programs is at levels not seen in years. He credits those results to a clear vision from ESPN’s leadership and a talented staff that continues pulling in the same direction.

“People are not afraid to take chances. There’s a big push for innovative thinking, and smart risk-taking underway,” said Roberts. “ESPN has the best events on television. That makes it pretty easy for any studio show to come on before and afterwards. That speaks to the strategy of the company leadership top to bottom. I’ve never worked with more talented people in my career.”

That momentum will likely continue building toward ESPN’s first Super Bowl broadcast in February 2027. Roberts noted he has helped plan for that moment over the past several years. However, he isn’t sure whether he’ll be enjoying it from the sidelines in Los Angeles or at home alongside hundreds of millions of viewers.

As Roberts departs ESPN, he’s excited to watch his successor grow into the role. For the past seven years, Mike Foss has served as Roberts’ right-hand man. Roberts believes Foss is the ideal choice to lead one of the network’s most important departments into its next chapter.

“Without question, his strengths will help continue to grow this operation. It’s going to be fun to watch him in action as he takes on this even bigger challenge,” said Roberts. “He knows what he’s doing. He’s more than prepared to do what he has to do to continue to evolve the product and the people who work on the product. He’s a winner, and I already know he will continue to win.”

Roberts says he doesn’t expect to serve ESPN in an advisory role after his final day on Aug. 31. Instead, he plans to enjoy celebrating the accomplishments of a nearly 50-year career as a trailblazer in media before deciding what comes next.

“I don’t know if I’ll be doing anything outside of the media business. The one thing I can tell you is I’m not going to be sitting around playing golf five days a week,” said Roberts.

The Final Days….

For nearly five decades, David Roberts has helped shape the way audiences experience sports. Not by appearing in front of the camera, but by identifying the people who should. His fingerprints are on countless broadcasts, careers, and editorial decisions that have defined ESPN for a generation of viewers.

When he walks out of the company’s Bristol headquarters for the final time on Aug. 31, he’ll leave behind more than an executive title. He’ll leave behind a culture that values journalism, embraces innovation, and understands the strongest teams are built through diversity of talent, thought, and experience.

Retirement may close Roberts’ chapter at ESPN, but it won’t lessen his influence. The anchors he hired, the executives he mentored, and the standards he established will continue shaping the network long after he’s gone. Moreover, in an industry often measured by ratings and headlines, David Roberts’ greatest accomplishment may ultimately be the people and principles he leaves behind.

“The last day at ESPN will just be like every day,” pondered Roberts. “The one good thing about this business is you never really say goodbye. I’ll be around somewhere, no matter how the next chapter unfolds.”

Dave Roberts, Burke Magnus, Malika Andrews, Bob Iger, Josh D'Amaro (Courtesy ESPN Press | Andy Hall)
Dave Roberts, Burke Magnus, Malika Andrews, Bob Iger, Josh D’Amaro (Courtesy ESPN Press | Andy Hall)

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Tanner of KFBW Portland Proves Adapt or Die Works

David Hill
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Tanner of KFBW Portland Proves Adapt or Die Works

If you spend five minutes talking to Tanner, the morning host at 105.9 The Brew, KFBW in Portland, Oregon, two things become immediately clear. First, this is a guy who genuinely loves radio in a way that feels almost old-fashioned by today’s standards. Second, he is absolutely, positively not going to let you call him a star.

“I don’t think radio people can be stars,” he told me when I pushed him on it. “I feel like we’re more part of the community than we are above them.”

That’s a pretty grounded perspective for someone who has been one of the most consistent morning voices in a top-25 market for over a decade. But that’s Tanner. He’d rather talk about the grind than the glory.

The Long Way Home

Tanner’s path to Portland is the kind of radio career arc that used to be standard and is increasingly rare. He grew up in Portland after moving there as a kid, started in the business at sixteen, and quickly realized that if he wanted to do “real radio,” he’d need to leave.

“You needed to move away, get fired a couple of times, and then come back to where your home is,” he said. “That was kind of my goal.”

So he packed a hand-me-down Ford Focus from his mom and headed to Eugene, where he hosted his own show. He planned to stay a year and a half. He stayed eight years — and left on terms he didn’t choose.

“I got let go,” he said with a laugh, “and that was me officially in the business.”

From Eugene, he did a two-year stint in afternoons at 106.7 The D in Detroit — a station he said he was initially “exiled” to but ended up loving. He made his way back to Portland in 2014, landing at KFBW, and he’s been there ever since.

The Little Station That Could

When Tanner came back to Portland, KFBW wasn’t exactly the flagship of the building. The station shared space with some heavy competition — including what was the market’s number-one station KKCW — and wasn’t initially expected to challenge anyone.

“Originally they just wanted to be a thorn in the other rock station’s side,” he told me. “They didn’t have any expectation that it was gonna do too much.”

What changed the trajectory, Tanner said, was the decision to put live talent in the building. When he was given the morning show and was able to bring back his longtime co-host from Eugene, Drew — someone listeners in both markets already knew — the show had a running start that momentum could build on.

“It was exciting for a lot of people because they hadn’t heard us in two years,” he said. “And from there it just kind of took off.”

Today, Tanner Lauren and Casey is one of the more established morning brands in the Portland market. The show has survived lineup changes, including the loss of a longtime co-host to what Tanner called “basic corporate nonsense,” and has kept moving. He speaks about Lauren and Casey the way anyone would talk about family — the kind you actually want to see.

“If I go on vacation, I start to miss them a little bit,” he said.

Adapt or Die

If there’s a single phrase that defines Tanner’s philosophy, it’s one he offered right out of the gate when I asked what he’d learned over the course of his career.

“You have to adapt or you die.”

He said it without any drama, like it was just the weather report. He remembers when next-gen automation first hit the studios during his early days in radio. It registered as a signal, not a crisis. Things were changing. Okay. Keep up.

That mindset has served him as the industry has contracted around him. When I brought up the wave of layoffs and the friends and colleagues he’s watched disappear from the business — people he’d call family — he didn’t pretend it was easy.

“It is very tough,” he said. “Not just colleagues, but longtime people I would call family friends have lost their jobs. I don’t know what I can expect from the industry in the next five years.”

But then the pivot, almost immediately: “I have to adapt and offer as many things as possible.”

It’s not bravado. It’s almost matter-of-fact. He also tracks morning shows in Seattle and Charlotte, which gives him a broader view of markets beyond Portland. He sees the country getting smaller with technology, and he’s thinking accordingly.

His long-term dream, articulated with genuine enthusiasm, is a regional footprint — a small network of Northwest markets where the show can air. Portland, Seattle, Eugene, Spokane, Bend. He mentioned his friend Mojo in the Morning, syndicated across several Midwest markets, as a model worth admiring.

“I just want to have a little network,” he said. “I want to grow and be as useful to this company as possible. Because again — adapt or die.”

What Actually Made Him

Tanner grew up listening to Loveline obsessively — Adam Carolla and Dr. Drew on KLOVE 91.1. He described a kind of unconscious alignment with Carolla’s rhythm, where he’d think of a question or a bit and then hear Carolla pull it a few seconds later.

“Once I kept coming up with things that Adam would almost end up doing right then, I started thinking, maybe this is something I might be kind of good at,” he said.

He also cited Stern, Opie and Anthony — the national shows that felt larger than any single city. That’s always been part of his orientation. Even as a local talent deeply embedded in the Portland market, Tanner has a national-show mentality about scope and reach.

His creative philosophy is refreshingly simple: you being you is the product. He makes his own music. He’s drawn to improvisation, to the acting element of live radio. He never wanted to be one of those boss jocks who thought they had it all figured out and acted like the rules didn’t apply to them.

“After this, it’s public access,” he said, laughing. “So just be humble and appreciate it.”

The best radio advice he’s received? A line from Mojo: Make them laugh, cry, or angry — but make them feel something.

Still Portland, Still Grinding

More than ten years at one station in one major market is genuinely rare these days. Tanner hasn’t just survived the churn — he’s become part of the fabric of Portland radio in a way that can’t really be manufactured.

He’s the first to resist any romanticized framing of that. “When you say it like that, it sounds pretty grandiose,” he told me. “To me it’s just the grind, the love for it.”

He wakes up early and does the show. He self-grades — and he’s a tough critic. If the show is a six out of ten, he says so to his crew.

“If you have a bad show,” he said, “guess what? You got four more this week. You can fix it tomorrow.”

That’s it. That’s the whole philosophy. Show up, adapt, keep getting better, don’t act like you’ve arrived. For a guy who hates the word “star,” Tanner has built something most broadcasters would envy.

He just won’t admit it.

Barrett Media produces daily content covering the business of radio. To stay updated, sign up for our newsletters and visit BarrettMedia.com.

Why Jesse Kelly Refuses to Take Live Callers During His Premiere Networks Show

Krystina Alarcon Carroll
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Why Jesse Kelly Refuses to Take Live Callers During His Premiere Networks Show

Celebrating five years in the Premiere Network lineup, host Jesse Kelly says it still feels surreal.

“Across the country, everyone dreams of that phone call from Julie Talbott, saying, ‘Hey, you want to come work for me?’ Everybody dreams about that phone call,” he said.

Now serving over 260 stations across the nation, Jesse Kelly went from construction worker to conservative radio host, a journey we covered in a 2024 interview. Now he has given us a surprising new feat, offering his new booklet, Jesse Kelly’s Little Red Book, for free.

“After I was done writing the anti-communist manifesto, which they had to talk me into, I swore I was never writing anything else again. Like, that’s it. It was a one-shot book,” Kelly insisted.

Kelly is open about his disdain for writing. “I actually hate writing. Like, I really, really hate it. I wish I liked it.” However, he was hit with a writer’s brain blast and felt there were still one or two more chapters left in him for the manifesto. “There was at least a chapter or two that I kind of wanted in that book, in the original book, and I thought, oh, I mean, maybe I should jot some of it down.”

Reaching out to his co-author, Nick Rizzuto, the pair decided to write just a little bit more. “And a little more turned into this booklet. But I never intended to sell it. I wasn’t trying to make a buck on it,” Kelly said. “It was just some random, stupid thoughts that go through my stupid head, and I decided, let’s just email it out to everybody. So there you go. I’m the worst businessman in the world, apparently.”

Despite the free price tag, Kelly assures his listeners he won’t be turning into a socialist any time soon. It is instead a sign of gratitude and goodwill for the listeners he’s gained over the last five years.

Show Prep Is His Whole Life

Kelly, who served as an infantry Marine during the Second Gulf War, keeps his show fresh for listeners by reminding himself, “[My] entire life is show prep. Every bit of it.”

The Marine went on to say, “You don’t sit down for two hours before the show and go through some news articles. But when you go to the gas station and help somebody with a flat tire, that’s show prep. When you get in a lighthearted argument with your wife, that’s show prep.”

It is one of the many lessons he learned from Michael Berry. “[Your audience] will genuinely enjoy it, because people go through all these same things,” Kelly said, paraphrasing an early-career conversation he had with Berry.

“So it’s easy to stay fresh if you just live life,” Kelly asserted. “If you hide yourself in a bubble or something like that, then you’re never gonna have anything new. But if you are out there living whatever life you happen to live…”

“Calls Are a Crutch”

His show structure has also evolved, as Kelly no longer takes live listener calls. “Calls suck,” Kelly said cheekily. “They’re just the worst thing in the world, and I always hated them. Calls are a crutch.”

Kelly vociferously opined, “Calls are when you run out of things to say. Let’s go to Bob in Sheboygan. Nobody tuned in to hear Bob in Sheboygan. Nobody, whatsoever.”

The radio host went on to say, “And then when you go to Bob in Sheboygan, you know what’s brutal for everyone in the United States of America? ‘Hi, how you doing? Hey, I’m good, how are you tonight? First time, long time.’ The guy who’s stuck in traffic needs some form of entertainment or infotainment, and now he wants to drive his car off a bridge. That is awful. And I won’t do it anymore.”

It is a sentiment he felt well before he was behind the mic and instead behind the wheel. “I was a radio listener a long time before I did it. The second it was, ‘Let’s go to the phones,’ I couldn’t change the channel fast enough. So I just don’t do it.”

Not taking calls is also something Michael Berry taught Kelly early on. “When I first got a show, it was a one-hour show, late at night in Houston. [Berry] basically banned me from taking calls. And he said, ‘You need to learn — it’s a skill you have to learn. You need to learn how to sit behind a microphone and entertain.'”

Connecting Through Letters and Emails

And entertaining is what Kelly, who also hosts a show on the TV network, The First, does best. His “average guy from the year 2000” mentality resonates with listeners from around the country. Although he won’t take their calls, he does have another way to connect with them — reading their emails on the air.

“It makes for a great jumping-off point for a segment or something like that, so I’ll read it and kind of just get the people’s voice out there,” Kelly stated. “Plus, I like being able to share, you know, to give someone else a platform. I don’t mind telling the country what that person had to say.” He went on to say, “All human beings, you know, we feel forgotten and ignored from time to time, and it’s nice to not be ignored every now and then.”

Some of the most meaningful listener notes Kelly receives are very personal. One example he gave was a letter from a World War II veteran. “I had a guy who had a World War II dagger, and he didn’t have any kids, and he sent it to me, because he wanted my kids to have it.”

Kelly has also received letters from people who are struggling with addiction. “They say stuff to me like, ‘Hey, your show is helping me stay clean,’ which I don’t have any idea why, but that’s awesome. I mean, to find out [I am] actually helping somebody by being an idiot on the radio, it’s awesome.”

“What blows me away [about receiving these letters] is that it’s all across the spectrum,” Kelly said.

While Kelly sometimes offers self-deprecating humor about his human capabilities, his passion for his radio, podcasting, and TV audience — whether intentionally or not — is always at the forefront of his mind. “I have a very limited brain, and I can’t focus on multiple things at once. I’m really serious. I can’t — like, you’ve never met anybody more incapable of focusing on multiple things, or multitasking, whatever,” he said.

“So, as far as ratings, and podcast numbers, and this, and all the other minutiae of it, I ignore all of that. I have no interest in it whatsoever.” Instead, Kelly puts his singular focus on this: “I sit down and try to make each segment as good as I can, because maybe that’s as long as I have [one of my listeners] for. And I assume that if I do that right, then everything else will work out in the end.”

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Does Your Radio Station Have Dawn’s Brand Strength?

Jim Ryan
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Does Your Radio Station Have Dawn’s Brand Strength?

You may have recently read that Dawn is the strongest brand in America. Yes, the same Dawn you may have used to wash some pots and pans the other night. There is a great deal we can learn from the story of this brand and apply it to your station or your show.

Dawn’s clear message is that it cuts grease better than the competition. Nobody really knows if that’s true, but consumers believe it. So, what’s the promise of your brand? If you went on the streets of New York or Los Angeles and asked what Z100 or KISS-FM does, people would say they play the hits. Is your station or show clearly defined that way for the audio users in your market? Hopefully, your positioning is something a person on the street would use when describing what you do. That’s easy for news or sports stations, but music stations sometimes lean toward “industry speak” instead of the words of their listeners. Of course, you need to be true to your positioning. If you say you play Classic Rock, don’t offer me some new song that means nothing to me.

Emotional Connection

Almost every time you see wildlife damaged by an oil spill, you see Dawn being used to help those endangered by the toxins. That creates a positive feeling for consumers. Similarly, your brand needs to stand for something as well. Whether it’s animal rescue, raising money to cure cancer, mental health, helping the homeless, or a children’s hospital, you need a cause. However, do not take on a totally different cause every month. Instead, pick one and really be known for it. What charitable cause fits your brand that you could own in your market? It would be further amplified if someone on your staff had a personal connection to that effort. Ultimately, your station or show has to stand for something.

Consistency Over Decades

Dawn has not changed a thing. Same bottle, same color, and same messaging. I know people who come into a station and the first thing they do is change the logo. Certainly, if your brand is failing, that might make sense. But remember, it takes years for a brand to become familiar. If your brand is positive, leave the damn logo alone. Yes, there are times when you might need to change a positioning statement, but tread cautiously. Again, make sure you use the language that your listeners would use when explaining what your station or show does.

Strong Word of Mouth

Endorsement is the strongest form of advertising. Since Dawn has been effective and has become top of mind through its work with wildlife, consumers recommend it. Have you made a conscious effort to ask your listeners to spread the word about your station? I work with a new morning show, and every time a listener calls and says they discovered it and love it, the host asks them to tell their friends. When someone wins a contest, do you ask them to post on social media that they won and that their followers could win too? Rather than complaining about the lack of a marketing budget, be proactive and ask for the order. One morning show does the “pre-set re-set,” asking his audience to change pre-sets in cars to his station. Listeners happily call and report when they do it. If you can get listeners to talk about your station or your show, that’s a huge win for your brand.

Build Your Brand Depth

In the same way Dawn went from being just another dish soap to the strongest brand in America, that blueprint can work for your station or show. Strong brand depth makes it very difficult for a competitor to displace you. Therefore, I encourage you to sit down with your key people and examine your brand depth now. To kick off the meeting, you may want to ask the group to name a dish soap. I believe I know what they will say.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Why Radio Needs to Embrace a Subscription Model for Digital Content

Garrett Searight
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Why Radio Needs to Embrace a Subscription Model for Digital Content

The Hill announced Wednesday that it’s rolling out The Hill Insider, a new subscription tier built for its most engaged readers. Nexstar’s Washington-based outlet already holds a dominant position in the digital news space when it comes to covering Capitol Hill, and now it wants to capitalize even further on that standing. AM/FM radio should be paying close attention, because subscriptions might be exactly the revenue lifeline this industry needs.

It makes sense why The Hill went this route. The outlet has largely relied on digital advertising, and that’s an increasingly fragile place to sit heading into the back half of 2026. If there’s one thing that’s true today, it’s that a company needs multiple revenue sources to survive, let alone compete or thrive. The Hill’s new Basic tier runs $5.99 a month, while Premium hits $9.99, and both come bundled with a 14-day free trial designed to hook subscribers before they commit long-term.

My first job in media happened at a local Christian TV station, and the revenue mix there put most radio groups to shame. We sold traditional advertising, sure, but the station also collected retransmission fees from cable and satellite providers. Televangelists paid to air their programs, and a steady stream of donor appeals rounded out a genuinely diversified pie.

Radio, meanwhile, has leaned on a single revenue stream for decades: advertising. That’s it. That’s the model. It’s outdated. And most know it. So, how do we change it?

A Shrinking Pie

Borrell Associates and BIA Advisory Services both track local ad spending, and neither paints a pretty picture for radio right now. The pie is shrinking, and it’s shrinking fast.

Some companies have shifted toward a “digital-first” strategy, and that’s helped at the margins. Still, it hasn’t solved the underlying problem, and I haven’t seen many radio companies build out a real subscription strategy yet.

That, to me, is a missed opportunity sitting in plain sight.

Subscriptions won’t replace advertising overnight, but they don’t have to. They just need to add another slice to a pie that keeps shrinking. The Hill’s approach offers a useful blueprint here: keep the core product free, then charge for depth, access, and exclusivity. Its Comscore ranking as the top political news site for eight straight months proves the free tier can stay strong while a paid layer grows alongside it.

Radio could apply that same logic to morning shows, high school sports coverage, or hyperlocal updates listeners can’t easily find anywhere else.

Fighting Fatigue With Relevance

I’m convinced subscriptions represent the clearest path toward non-traditional revenue for radio. The catch is that everything today comes wrapped in a subscription, and fatigue is inevitable. Walmart tries to sell me a Honeycrisp apple subscription every time I open its app. No thanks, Walmart, I’m good.

The counter to that fatigue is being essential, and local content remains radio’s biggest advantage. Local news, local weather, and local sports keep listeners hooked, and traditional outlets that once owned that space are dying at a rapid pace. AI tools also make it easier than ever to produce that content efficiently, so the barrier to entry keeps dropping for stations willing to try.

I’m not suggesting anyone charge $20 for a video feed of the morning zoo crew, because that won’t move the needle. Finding the right price point, though, alongside the right content and the right promotion, can absolutely work for stations and clusters that commit to it. It just takes real investment in the content, the strategy, and the system behind it. Whether it’s podcasts, video, or newsletters, the format doesn’t matter. The options are out there, and

Every market looks different, and every cluster needs its own formula. Still, the opportunity sits right in front of the industry, and a diversified revenue stream remains essential to any media company’s survival. The Hill just showed one way to build that model. It’s time for radio to build its own version, roll it out, and share the results so the whole industry can rise together.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Connoisseur Media Sells KBAY Signal to K-Love for $2 Million

Garrett Searight
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Connoisseur Media Sells KBAY Signal to K-Love for $2 Million

Connoisseur Media has agreed to sell the KBAY 94.5 FM signal in San Jose to K-Love. The $2 million deal preserves the KBAY brand while transferring the frequency.

What We Know: Connoisseur Media will sell the 94.5 FM signal licensed to Gilroy, California, to K-Love for $2 million. The transaction is subject to approval by the Federal Communications Commission and is expected to close in early fall. However, the sale doesn’t include the KBAY call letters, intellectual property, or its current country format. Instead, Connoisseur will retain those assets while continuing to operate in the San Jose market alongside KEZR-FM. The company said the transaction aligns with its strategy to refine its portfolio following its acquisitions of Alpha Media stations last September and Bonneville’s San Francisco properties last month. Meanwhile, K-Love plans to use the 94.5 FM signal to expand its Christian radio presence in San Jose.

What They Said: “We were approached about selling our frequency to K-Love, Inc. who want to expand their Christian offerings in the San Jose market with the addition of the 94.5 FM frequency. We found a way to do that but retain our KBAY-FM country format. Stay tuned!” -Connoisseur Media CEO/founder Jeff Warshaw

What Remains Unclear: Connoisseur hasn’t explained where or how the KBAY country format will continue after the frequency changes hands. Likewise, K-Love hasn’t detailed its programming plans or timeline beyond the anticipated closing.

What It Means: The agreement gives K-Love a stronger Bay Area signal while allowing Connoisseur to monetize an asset without abandoning the KBAY brand. As a result, the transaction highlights the company’s continued effort to reshape its Bay Area portfolio following recent acquisitions and could foreshadow additional strategic moves in the market.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Cumulus Promotes Regional Vice President Don Boyd to Oversee Four Additional Southern Markets

Garrett Searight
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Cumulus Promotes Regional Vice President Don Boyd to Oversee Four Additional Southern Markets

Cumulus has expanded Don Boyd’s leadership responsibilities across the South. Boyd will now oversee four additional markets as Regional Vice President.

What We Know: He previously oversaw Mobile, Fort Walton Beach, and Pensacola. Now, he’ll also lead operations in Lafayette, New Orleans, and Columbus/Starkville, significantly broadening his regional responsibilities. Boyd brings more than two decades of experience with the company. He first worked for Cumulus in Nashville from 2001 to 2008 before joining Dickey Publishing. However, he returned to Cumulus in Atlanta in 2014 and became Vice President/Market Manager in Mobile in 2017. The company promoted him to Regional Vice President in 2023, and this latest move further expands his leadership footprint. Boyd will also relocate to Baton Rouge as part of the transition.

What They Said: “We are excited to expand Don’s role in the region. He is an accomplished leader that helps markets focus on how to help clients grow their business with unique partnerships with our brands and our digital solutions. We are eager to see the impact he will have on the broader region.” -Cumulus President of Operations Bob Walker

“I’m very excited to take on this expanded role. We’ve got top-performing radio stations, strong digital capabilities, and a great team in place. Looking forward to relocating to Baton Rouge and getting to work across these markets.” -Don Boyd

What Remains Unclear: Cumulus hasn’t outlined whether Boyd’s expanded responsibilities will include organizational changes within the newly assigned markets. Additionally, the company hasn’t announced whether any local leadership roles will shift following his promotion.

What It Means: Boyd’s expanded oversight signals Cumulus‘ confidence in his leadership while reinforcing a regional management strategy. By placing additional Gulf Coast and Louisiana markets under one executive, the company could streamline operations, strengthen collaboration, and create more opportunities to deliver integrated radio and digital advertising solutions for clients across the region.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

New KMOX, 97.1 FM Talk Owner: We’re Running Towards What Others Are Running From

Garrett Searight
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New KMOX, 97.1 FM Talk Owner: We’re Running Towards What Others Are Running From

Last week, Audacy announced it was selling its St. Louis cluster — including KMOX and 97.1 FM Talk — to Hoffmann Media Group. The company owned by billionaire David Hoffmann has a method to its madness.

What We Know: David Hoffmann leads Hoffmann Media Group. He is also chairman of the board of Lee Enterprises. 42 newspapers are owned between those two entities. Included in the list are The Buffalo News, the St. Louis Post-Dispatch, and the Omaha World-Herald. Now, radio is joining the list of media entities owned, as it looks to complete the acquisition in St. Louis. In an interview with the St. Louis Post-Dispatch, Hoffmann shared insight into why the company has bought up so many local newspapers.

What They Said: “You know, we’re running right toward some things that everybody else is running away from.” -David Hoffmann

What Remains Unclear: What the sale price for the Audacy St. Louis cluster was. It is also unclear if Hoffmann is interested in purchasing more radio stations or if the St. Louis cluster was a one-off acquisition.

What It Means: The thought process from Hoffmann is simple: we’re zigging when everyone else is zagging. Many have left newspapers behind. Radio has been next on the chopping block. However, in the profile with the Post-Dispatch, he shared that he believes local is an advantage in the news world. That gives insight into why a purchase of two strong news/talk radio brands in KMOX and 97.1 FM Talk were at the forefront of his list of outlets to buy.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

CMA Names Brittany Schaffer as New CEO

Garrett Searight
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CMA Names Brittany Schaffer as New CEO

Brittany Schaffer will succeed retiring CEO Sarah Trahern following a leadership transition at the Country Music Association (CMA).

What We Know: CMA has named Brittany Schaffer as its next CEO, with the dean of Belmont University’s Mike Curb College of Entertainment & Music Business set to join the organization on Sept. 8. She’ll officially assume the CEO role on January 1st after Sarah Trahern retires. Schaffer arrived at Belmont three years ago after more than five years leading Artist & Label Partnerships at Spotify. Before that, she practiced as an entertainment attorney at Loeb & Loeb. The appointment gives CMA a leader with experience spanning higher education, streaming, artist relations, and entertainment law as the organization prepares for its next chapter.

What They Said: “Our search committee set out to find a leader who understands the responsibility of representing this industry, not just the opportunity of it. We met with an exceptional group of candidates, and we believe Brittany is exactly the leader to carry this organization into its next era, and to make sure country music’s influence continues to expand well beyond Nashville.” –CMA Board Chair Jay Williams

“Country music meets people where they are, and it changes lives every day. That starts with songwriters and artists and everyone who carries this music to fans around the world. Serving them is the honor of a lifetime. Sarah Trahern will leave CMA and this community stronger than she found it. I’m grateful for her mentorship and friendship, and for a transition marked by the same professionalism and intentionality that defined her tenure. Together with CMA’s talented staff and members, we’ll build on that foundation.” –Brittany Schaffer

What Remains Unclear: CMA hasn’t detailed Schaffer’s immediate strategic priorities once she assumes the CEO role. Additionally, the organization hasn’t outlined whether leadership changes or new initiatives will accompany the transition following Trahern’s departure.

What It Means: Schaffer’s appointment signals CMA’s interest in blending traditional country music leadership with experience across streaming, education, and the broader entertainment business. As a result, her background could help the organization strengthen artist relationships while expanding country music’s reach beyond its traditional platforms and audiences.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

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