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Don’t Shoot The Messengers For Executive Decisions

Jeff Caves
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The recent controversy regarding unpaid internships was misunderstood and, in classic Twitter form, taken out of context to satisfy personal agendas. If you want to read all about what blew up on Jane Slater of the NFL Network, Jason Barrett wrote a tremendous piece on all the madness.

I think sales internships are valuable. I also see the fanny pack as a functionable wardrobe item for young Dads.

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Most often, sales interns were working with the sales assistant in a support function doing busy work, while the sales assistant did more heavy lifting. But they were learning, making contacts, and sometimes getting college or class credit. THEY DID GET SOMETHING IN RETURN. But that isn’t happening anymore.

Several media companies faced lawsuits brought by unpaid interns contending that the companies violated the Fair Labor Standards Act. FOX and many companies lost the court fight and had to pay back wages. Most media companies don’t offer unpaid internships as a result. So, we did have some abuse of the process especially when the internship wasn’t connected to college coursework. 

Salespeople don’t think they work for free. Most of us are on commission in broadcast sales and only get paid if we sell advertising or, in some cases, collect the money. I am unaware of many compensation packages that include paying AE’s for attending sales meetings, proposal/script writing, writing orders, etc. We do those other tasks because we accept it is part of the job to get the commission. 

I think that is changing or at least it should. More on that in a minute.

The heated exchanges on social media are typical get off my lawn type riffs. People over 35 ripping on ‘kids today’ under 35. Some feel Gen Xers and Millennials act as if they are entitled to a higher wage, want to be paid for internships and do not want to do busy work.

I would maintain that the younger set are more evolved and recognize good, better and best opportunities. They have a higher value of themselves and at times can recognize some job opportunities as situations stuck in the 80s, following practices from a bygone era. Some of course are unrealistic, but not most.

These younger employees have learned faster, more, and differently than any baby boomer. They know better. They grew up professionally in a worldwide economy and want tools to compete where the most amount of money can be made. I feel the most insightful millennials are less interested in starting in market #150 working for 30k when they can work digitally and reach the world. They don’t want to cold call on prospects who don’t see the value of advertising let alone radio advertising and not get paid.

They want to sell not collect, get in more closing meetings not handle continuity, and recharge and research not get in the energy suck of inputting orders. They don’t want to attend meetings so middle managers can check a box. They want warm leads, accredited seminars and business offices that are servant oriented to the people who create the business. That’s why I believe most of the best young AE talent are not in broadcast sales anymore. How many recent college grads have been hired for a sales position at your station recently?

The 14 Most Destructive Millennial Myths Debunked by Data | by Richie Norton | Mission.org | Medium

I don’t blame the messengers. 

Some of the biggest media companies are using nationwide inside sales groups, automated sales processes, and working to reduce the amount of money paid to salespeople. The messengers see that, and only want a place at the table where they don’t have to buy their own meal and can get a decent portion. They don’t want to have to shop for it, cook it, etc., etc.. Long live the Fanny Pack!  

You Can’t Put a Price On The Value of An Unpaid Internship

Jason Barrett
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You Can’t Put a Price On The Value of An Unpaid Internship

Social media can be a mixture of a vacation in paradise or a long stay in the sewer. Allow me to explain.

On one hand, the ability to share your content with folks who’d otherwise not know about it has great value. As a consumer of content, you also have the ability to learn about a lot of different things to improve your education. More importantly though, you’re given a chance to connect with others, and take part in conversations about subjects you have an interest in. That’s the paradise part.

The flipside, otherwise referred to as the sewer, is that a simple harmless post can turn into unnecessary drama. What started as a call to people to make them aware of an opportunity turns into having to defend your intentions and credibility to those who don’t know you, don’t follow you, have no connection to your profession, yet suddenly think they are the judge and jury assigned to your case. When you learn you’ve been going back and forth with @bitchfaceloser and @TeamStretchNuts and engaging with others with no desire to work in your profession who just want to stir the pot and preach from their morale high horse, it makes you feel like you wasted important time defending your reputation when it never should have been required in the first place.

I was reminded of this yesterday when I came across a simple tweet from Jane Slater of the NFL Network.

The tweet itself made it clear, the person retained for the internship would be entering into an unpaid situation. That’s when the chaos ensued.

Immediately after Jane posted the tweet which was intended for people who are in need of experience, she was attacked. In some cases, she had to even deal with personal shots being taken at her family. This was all due to her sharing information with her followers about a possible unpaid gig. Nobody forced anyone to accept the position, it was simply there if a person looking to eventually work in the business wanted to gain some reps, build some relationships, and invest their time contributing to an NFL draft project.

To be fair, there were a number of people who commented and said they wished the opportunity had been available when they started. Broadcasters also jumped into the discussion sharing stories of their early days and what it took to get to the level many of them are now at.

Which brings me to my own story.

I have what I have today because I once accepted an unpaid internship. I shared a thread on Twitter late last night where I pointed out that I spent my first six months in radio working for free. Would I have preferred to be paid? Of course, but if I declined that opportunity and the chance to get my foot in the door, that internship wouldn’t have turned into a job, the reps I gained to improve at my craft would not have been available, and the recommendations I received from my peers later in my career when I pursued other positions wouldn’t have been offered. I did jobs I didn’t love, and worked many crummy shifts, but everything I’ve done in radio today connects to those first four years where I learned every aspect of the business. I didn’t know it then but I’m thankful that I placed a greater value on investing my time in the studio and office versus worrying about if I was receiving my worth or not.

That’s one big mistake I’ve seen a lot of people make – prioritizing earnings early on over experience. It takes many hours of practice to become good at something. I programmed 5 radio stations in 4 cities over a 15 year period and have consulted many more over the past 5 years. Time after time I see and hear the same stories. If you expect a company to pay you to work as an intern when you don’t have the skills needed to do the job, why wouldn’t they just hire someone PT who’s more experienced?

The fact that many broadcast groups offer compensation for internships today is great, and if you can be paid to learn, awesome, take advantage of it. But it’s not your place to tell others what they should or shouldn’t accept. During your early years in this business, reps and relationships are what you need most. Every day you step foot in that building is a chance to make progress towards achieving your goals. You only gain that by being on the inside. If getting in there is only an option thru an unpaid internship and someone wants to take it, why is that an issue? It’s their life, their career, and they should decide what is and isn’t valuable to them, not someone on social media with no investment in their future.

Secondly, nobody ‘deserves’ anything. Watch the ‘Pursuit of Happiness’ and get back to me afterwards on what one deserves. I saw that mentioned in one of the tweets to Jane, and after looking at other issues on social media about unpaid internships I saw some even try to compare it to slavery. That’s ridiculous and an insult to slaves. Slaves had no choice. One choosing whether to accept or decline an internship is far different than what people went thru physically and mentally a long time ago.

If you say you want to work in sports media, and you’re leaning towards passing on it because the first step pays $0 instead of $100-$200 per week, I think you’ll have a difficult road ahead. This is a business where fair or unfair, people pay a heavy price to do what they love. You’ll face years of struggle, miss out on important birthdays, anniversaries, and holidays, maybe even relocate, and chances are you’ll question if it’s worth it many times. You may even do what I did once and leave for a few months, seeking a better paying job, only to discover it’s your passion and true love, and making less to do what you enjoy versus making more to do something you don’t is worth the trade off.

I’m not letting companies off the hook entirely. Many don’t do enough to compensate people in the building who aren’t the top ratings and revenue producers. Execs like to preach how important the ratings are, yet I saw folks who were #1-#2 in their markets lose jobs during the pandemic. It reminded me again that anyone who tells you it’s about ratings is full of it. We value ratings in programming because we’re competitive, but in the grand scheme of things, it’s about what you cost the company vs. what your market takes in. The more you make, the bigger the bullseye on your back. I also think some groups search too quickly for what to cut instead of what to keep or invest in to grow. Short-term thinking causes long-term problems. That unfortunately hurts our business too much.

That aside, if you think broadcast groups are going to expand their payrolls for folks who’ve yet to spend a minute in a building and aren’t ready yet to impact the bottom line, prepare to be disappointed. You can tell me that your time is valuable, you’re ‘entitled’ to make a living, and even point out how many millions the broadcast company you want to work at makes, but they have what you don’t – the platform, the opportunity, the experience, and an endless list of people chasing the same dream. If you want to be a rock star or actor, these challenges exist in those professions too.

Furthermore, if you had an unpaid internship and didn’t benefit from it let me ask you a few questions. Did you make the most of your time in the building or did you spend time hanging out, watching, and assuming others will find you for jobs instead of the latter? Were you someone that people wanted to be around and was accepting of critical feedback or were you tough to deal with? How many times did you talk to the boss in the building or the key talent to seek their advice on what you can do to put yourself on the path to a future position? Were you willing to relocate when jobs were available or did you limit yourself to one specific region? If I asked people you interned for to weigh in, would they agree with your version of the facts or claim you subscribe to an alternative truth? The bottom line, nobody owes you anything beyond that invite into the building. What you do with it while you’re there has a lot to do with where you’ll go next.

If you’re in college or just breaking into the business, you may hate hearing this. Maybe you’ll take aim at me like some did to Jane and you’ll call me out of touch, old fashioned, old school, heck maybe even old. I’ll use a different word – experienced. I’ve seen many thrive, some struggle to find their way and blame the business for their shortcomings, and a whole lot more throw in the towel because they weren’t willing to pay the price early on. This business is not for everyone. Some won’t think it’s worth it. Others will use it as the first step towards building a career. We all have choices to make. Whichever you choose, I hope it works out and you find happiness in it.

What Hiring Managers Want To Hear On Your Play By Play Demo

Andy Masur
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What Hiring Managers Want To Hear On Your Play By Play Demo

It’s an age-old question in sports broadcasting. What do I put on my radio demo tape to get a job?

Unfortunately, there is no simple answer to this question. It depends on the sport you’re doing, the amount of actual broadcast tape you have and what job are you going for. Sounds complicated, but once you cut through it all, it will become a little clearer for you. 

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I find myself in this situation right now, sending out demo tapes for Major League Baseball jobs. For the first time in a few years, I am without a team to broadcast. It meant updating my website and putting together fresh tape from the 2020 season. I have a little bit of time to refine what I have on my tape and to try and understand what it is that PD’s and team broadcast directors are actually looking for. 

The task of putting together a tape after a full-season of broadcasting, whatever sport you call, is a daunting one. You have so much material to work with, so how do you sift through it all? During the season, I find myself “starring” things in my scorebook during a game. I then will listen back to those innings I deemed “star worthy” and go from there. My star system doesn’t always include what I think might be my best stuff.

Let me explain.

I realize that big home runs and walk-off wins are a dime a dozen. I want to find other things that showcase my skills as a play-by-play announcer. Maybe something made us laugh, maybe I brought up a great piece of trivia and so on. Sometimes that “best inning” may not be the one to send.

How can we be certain what it is to send? Well, I enlisted a few expert decision makers in the industry, on the radio side and the team end of things to help share some insight on the process. 

To illustrate my point, Mike Swanson, the Vice President of Communications & Broadcasting for the Kansas City Royals offers up what he wants you to send.

“For me personally? It’s not just sending what they think their best few innings of work was,” said Swanson. “Though time consuming, I really prefer entire games and a couple of them. I get a feel for entire game rhythm, the ups and downs of a team’s play,” he said. 

Mike Swanson

Swanson says there are a variety of things that he’s listening for in a prospective broadcaster. “First and foremost an excitement in his voice that remains relatively constant throughout the game,” said Swanson. “If there is a dip in enthusiasm in a game, then how can I be convinced he can do it for 162 or more?  Also, knowledge of the game and its lingo. Don’t go overboard with the cliches, try to have some originality and don’t impersonate other announcers, Lastly, let the game breathe a little. You’re not being paid by the word and you can allow the crowd or stadium ambient sound cover for some pauses in talking. Announcers that just go and go and go kind of wear me out.”

Mark Chernoff of WFAN in New York, who oversees the Yankees broadcasts on his own station and the Mets broadcast on sister station WCBS-AM has some specifics that he wants to hear too.

“Best to send an inning where something exciting happens but I also get to hear how the game is handled without exciting moments,” says Chernoff. “I’m also wanting to hear if the announcer has a sense of the field and situation (one out, two men on—first and third—score is tied, it’s the bottom of the fifth, etc.), Then want to hear if the announcer is able to follow the ball and what else is going on (ball rolls to the fence, one-man scores, one guy is on third, cut-off man throws to second, etc.). I will also look for some ‘banter’ either with the other announcer or how one handles things when solo.”

Makes sense doesn’t it? 

The former Vice President for Communications with the Angels, Tim Mead, who now is the President of the Baseball Hall of Fame has heard countless tapes over the years.

“When I listen to the submissions, I think a good fan can, sans the radio or tv voice, call something exciting, and they may stumble a bit but you can get excited,” said Mead. “I wanted to listen to the 90 percent of the game where there wasn’t action. I didn’t just want to hear highlights, I wanted to hear an inning or two of that Tuesday night in the 3rd week in April, where it’s 10-0 and you just have to pull out your best stuff to entertain and get through the next seven innings because it’s 10-0 in the third. I really listen to that,”

He even told me, over the years, broadcasters have sent tapes with their team on the losing end to showcase what they can do in those situations.  

So, the bottom line is this is a very subjective industry. Radio and TV in general are all about who is listening and what they might be listening for, right? How do you sift through it all? Chernoff has a bit of advice for you. 

“When putting together a demo, always listen to it yourself and critique it.  If you’re not happy with it, it’s doubtful who you’re sending it to will like it,” he said.

The other bit of advice is how the PD’s or broadcast directors want to receive your demo. 

“In this world of links that’s how I prefer to receive the audio. Hell, I’ve got a computer that I’d have to get an adapter to use a CD or DVD,” Swanson told me. Chernoff agreed, “Send me a link that’s easy to receive so it doesn’t take up endless space on the computer.”

It’s a difficult task to produce your specific demo for your specific sport. That’s understood. Nobody said this was going to be easy. Mead says, it’s not easy for those listening either. 

“What always popped out to me and I really believe this,” said Mead. “I don’t think anybody can anymore tell you why you didn’t get something as opposed to why you could or did.  Especially when you listen to 130 (demos). When you make one decision over 130, I will tell you the baseball analytic guys will tell you that you missed a talented person in 129. You feel good about the hire, but there was somebody else out there.”

Tim Mead Heads To Cooperstown After Four Decades With The Angels | WAMC

Hopefully armed with some new knowledge, you’ll head back to the drawing board and listen, really listen to what you’re putting out there. It could be the difference in getting that dream job or not. 

Never Let A Good Disaster Pass You By

Jeff Caves
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Last week was a disaster for most of Texas. I live in Flower Mound about 20 miles north and a bit west from the Dallas-Fort Worth airport. FloMo is also referred to as being in North Texas, the Dallas Metroplex and the DFW area.

After 2 to 4 inches of snow fell, which hardly EVER happens, on Valentine’s Day, the temperatures ranged from 0 to 21 degrees for a brutal 3 day stretch. Power was lost at millions of homes, millions of others, including our house, had a near 68 hour stretch of power on and off for 45 minutes at a time.  Roads were full of ice and snow, over 400 Walmarts closed for a few days and water pipes were freezing all over the area. After the temps came back up to the 40’s and 50’s last Friday and Saturday, the thaw was on. 

Then, the pipes busted for millions more. 

It was the perfect storm for a sale. An Ice Storm Sale to be exact.

Radio and sales consultant Chris Lytle once had this idea and I thought it was timely to remember the power of radio and how mother nature can provide all the creativity we need to move the needle. It was 1975 and Lytle was a sales rep at WISM AM 1480 in Madison, Wisconsin. He had met the owner, Len ‘Crazy TV Lenny’ Mattioli while selling him radio, hit it off and took over all the advertising. An ice storm hit Madison, a metro population about of about 575,000 in 1975, for 3 days and knocked the power out to huge areas and caused all other kinds of chaos. Lytle didn’t know what to do at first until the store manager reminded him that “retail never closes”! 

He didn’t quit. He turned to the most medium he knew best: RADIO. The American TV Ice Storm was born.  

Lytle knew he could change copy immediately on his pre booked radio schedule. So, he wrote the commercial, had it produced and was on the air immediately at the beginning of the storm. 

Now listen up, American Tv is open but there are no lights, no power and no heat. 

How can you sell stereo equipment, tv’s and appliances without power? 

If you’re willing to buy a tv you can’t watch, a stereo you can’t listen to, or a washer and dryer you cant even see, American is willing to deal! What you do is bring a flashlight, bring a candle, dress warmly but SHOP NOW!

Customers hit the sales floor and used flashlights to decide which speakers they would buy. It was a scene out of a bad 1970’s movie. 

This special pricing ends soon! As soon as the light heat and power go back on. So, take advantage of it! Americans Ice Storm Sale, the sale not even Crazy TV Lenny planned. 

The store had the single biggest day in history. 

And Crazy TV Lenny? He was in Tokyo the whole time. 

Been looking for the 'Crazy TV Lenny' water skiing ads? Here they are | Living in Madison | madison.com

Lytle has told that story all over the world as a consultant. The power of broadcast was on display. So, the next time Mother Nature provides you an opportunity, go ahead and be creative, timely and stand out.

Remember the Ice Storm Sale of 1975! 

Rush Limbaugh’s Lesson for Aspiring Broadcasters

BNM Staff
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Rush Limbaugh’s impact on the world may never be fully understood or appreciated. Even as we’ve heard many heartfelt tributes over the past week, they fail to capture the landscape-changing consequences of his 30-year rise and domination of the talk-radio airwaves. This piece, too, will fall well short.

Still, one lesson for aspiring broadcasters sticks out. From the up-and-coming student at the college radio station, to the neophyte media professional cutting his teeth for ten bucks an hour somewhere in middle America.  This lesson is for one, and for all.

It isn’t to learn all you can about Conservative policy and Republican party history, although Rush certainly did. He figuratively, and literally, wrote the book, while making complex philosophy simple. His ideal America? Create a strong and powerful country where people of all types, colors, backgrounds, sexes and ethnicities can flourish to the greatest of their God-given abilities.  This was one of his overarching beliefs, but not the key lesson we are referring to here.

It wasn’t his side-interest in tech products, specifically those designed by Apple. He was quick to silence his devices when they talked to him during a broadcast, and he loved sharing what he had learned from the liberal tech blogs. Yet he always knew when to return to the topics of the day, pleasing the “stick to the issues crowd.”

Yes, he was a “household name in all four corners of the world,” but that took time. To aim toward such lofty heights could paralyze a young newbie just trying to get on the air for the first time. Rush’s notoriety grew over years and decades. Many of his loyal listeners of 2021 began as “Rush babies,” or first heard him while catching the EIB network during high school lunch breaks back in the 1990’s.

Limbaugh’s path required perseverance, which became a driving force for his career. While his family of lawyers would have been pleased had he followed in their footsteps toward a stable and lucrative career, he blazed a different path. He shunned formal advanced schooling and pursued radio. A brief stint in professional baseball helped him grow and continue, following his heart all the way. That tenacity helped sustain him through personal and health challenges over the years. 

Once identifying his first love – radio – he mostly stuck to it. Brief stints with television, from the bright-ties on weekend talk to a short-lived sports gig never made him lose focus with radio. 

Rush learned to nourish his “talent on loan from God.” In this way he balanced the necessary media ego with the acknowledgement of where the talent truly came from, and to who it ultimately belonged. He was simply a steward of the gifts.

Limbaugh was never afraid to challenge someone who “got all up in his chili.” He was a serious and thoughtful broadcast professional, and not one to waste time with the “phony-baloney, plastic banana, good-time rock n rollers.” A solid lesson, sure. But not the big one, from a broadcast perspective.

He idolized “Ronaldus Magnus.” He distrusted the “wizards of smart.” He promoted Rush Revere and Liberty, while sipping Two If By Tea. He stood with Betsy Ross against the modern detractors of America, and he took major career risks each and every “Open Line Friday.” 

Yet, these still were not the big lesson Rush Limbaugh imparted on aspiring broadcasters.

That major lesson, the one that helped him grow a career to lengths never before seen, was simple.

The big lesson is this – He built an unbreakable bond with his listeners.

Rush knew his audience. He thought like them, and he spoke like them. He said what they thought, with words they themselves often could not come up with.

This was the biggest lesson for aspiring broadcast professionals. If you listened every day, you could sense its significance. Rush was honest. He was authentic. As he said many times, he had nothing to gain by misleading his listeners. One failure in this regard would have been catastrophic and career-crushing. He delivered not what his audience wanted to hear, but what his heart and mind authentically believed. 

For example, at noon Eastern time the day after the 2012 presidential election, Rush got straight to the point. “It is nearly impossible to beat Santa Claus,” he said that day, referring to the challenge of unseating a president intent on spreading the wealth of hard-working citizens around.

When you listened to Rush Limbaugh, you felt as though he was speaking directly to you. Not to a crowd or a group, but to you. The connection was natural – a friend talking to a friend, complete with the emotion and fact. When he was frustrated, you knew it. When he felt good, you instinctively did too.

Rush was real. He was original, as all unique humans are. For broadcast professionals, this genuine approach is the key to long-term success. Authenticity attracts the audience – your bona fide broadcast tribe. 

Watch and listen to the really great ones throughout history or in today’s media landscape. Whether in news, sports, finance or entertainment, the most successful broadcasters are the ones who know who they are and effectively share that vision with the audience. This built his incredibly attractive brand, lassoing the masses by their own volition.

Rush Limbaugh was authentic. He connected because he was the real deal. 

This is a lesson for aspiring broadcasters across the fruited plain, who dream of success and dare to achieve it.

Anatomy of an Analyst: Chris Webber

Andy Masur
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He’s most famously known for being a part of the Michigan “Fab Five” teams of the early 1990’s. Chris Webber, Jalen Rose, Juwan Howard, Ray Jackson and Jimmy King all became Wolverines at the same time. The group went to 2 NCAA Finals, but lost both times. Webber took a lot of heat for the second of those losses. Facing North Carolina and down 2, he attempted to call a timeout, while the Wolverines had none, a technical foul was called and the Tarheels went on to the win. Webber would declare for the NBA Draft the next season.

Image result for chris webber

Webber grew up in Detroit. He played High School basketball at Detroit Country Day School and was the most recruited Michigan high school player since Magic Johnson. Webber led his school to 3 state championships, averaging nearly 30 points a game along with 13 rebounds. Then of course he went to Michigan for two years and was taken by the Orlando Magic with the first pick of the 2008 NBA Draft, he was immediately dealt to Golden State for Penny Hardaway and three future 1st round picks. He would later play for the Wizards, Kings, 76ers, Pistons and then back to Golden State where he would retire. Webber scored just over 17-thousand points and had over 8-thousand rebounds. He was a 5-time all-star. 

THE ROAD TO TNT/NBA ANALYST LIFE

After a 15-year NBA career, Webber began his new career, when he joined the Inside the NBA crew in 2008. Webber had an initiation ceremony upon joining the show. The established crew asked him a series of questions, including, “In college basketball how many timeouts do you get in a game?”. Webber responded, “I still don’t know the answer!”. With that he embarked on his broadcasting career that has seen him in the studio and courtside at games as an analyst for the NBA and the NCAA Tournament. 

Webber along with Reggie Miller are the main color commentators, working Thursday night games on the network. In 2015, he added NCAA basketball analysis to his resume, when Turner Sports became involved with CBS in the telecast of March Madness. 

WHY IS HE GOOD?

Webber, from all the games I’ve seen him do, is pretty smooth on the microphone. He articulates a point within the flow of a game and seems to work well with whomever he’s paired. I enjoy his candor when it comes to carefully calling out NBA players from time to time. He never makes it a personal attack; it’s about what a player may be doing within the framework of a game. I think he understands that because of course he played in the league. For example, he and Marv Albert were doing a game between the Rockets and Clippers just before the pandemic shut down in March of 2020. Houston frustrated Webber with its shot selection. 

“That’s the frustration with this Rockets team, you’ve got a step back three by House Jr, who should not be taking that shot, then on the other end you get a 3, that’s a six-point swing. Just because someone on paper says to take it, you need to understand your shooting percentage and how much realistically you can make it.”, said Webber. 

Makes sense to me and judging from the comments accrued on the YouTube page I watched the play on, Rockets fans agreed with the assessment. It seemed like Webber was channeling the frustration of a team’s fan base, articulating the point and having them all agree to an extent in this particular case. Some former players turned analyst are not as outright with their criticisms for fear of blowback. Webber straddles the line and doesn’t really cross it, especially in this instance. 

Webber seems to be a polarizing figure though overall. While some really enjoy his work, there are those that are not as enamored shall we say. It seems people have strong feelings, both ways, for the work he does on TNT. So much so there is an online petition started by a basketball fan “to ban Chris Webber from all TNT broadcasts moving forward.” The comments I read on the page range from “he has a total lack of care in regards to the fan experience…he is constantly off target in his analysis…” to the less thought out “Chris Webber sucks. That’s all”.

As we’ve mentioned in this column before, not everyone is going to be a fan of your work. This is not surprising at all. If you really look at it though, are they watching? They are compelled to react to what he’s saying, right? To me that makes him effective. Webber is stoking emotion in these fans and creating conversations. 

Image result for chris webber tnt

WHY HE’D BE FUN TO WORK WITH

To me it’s his sense of humor. Webber seems like he’s having a great time and isn’t afraid to poke a little fun at himself. Take this back and forth between Webber and Albert during Game 5 of the Eastern Conference Semifinals in 2015, between the Bulls and Cavaliers. In Game 4, Cleveland head coach David Blatt tried to call a time out, without any left, luckily an assistant coach stopped him and the refs didn’t see it. TNT flashed back with Albert describing the actions and what the consequences might have been. 

“Marv, I was going to interrupt you, I hope you aren’t explaining what happens when you call a time out to me, was that for everybody else?”, asked Webber.  “Yes, for everybody else.”, said Ablert. Then Marv asked the obvious question, “What went through your mind when you saw David Blatt call for the time out when he was out of time outs?”  Webber responded, “I wish had time to undo my wrong for my team 20 years ago. That’s exactly what went through my mind.” Later TNT showed a graphic with the rule about calling a TO without one, to which Webber deadpanned, “I don’t need to see it.”. 

That is a dynamite exchange. A sense of humor must run in the Webber family. Did you know his dad Mayce Sr. has a license plate that reads “TIMEOUT”, referring to his son’s famous miscue in the 1993 NCAA Finals. Great stuff. 

SOCIALLY AWARE

It’s not always fun and games though. Webber isn’t just a former basketball player and current television analyst. He’s a man in tune with the social issues facing not just the NBA but the country and world.

Webber was front and center on the night the NBA players staged a walk off, August 26, 2020, to protest the shooting of an African-American man Jacob Blake, in Kenosha, Wisconsin. The Milwaukee Bucks refused to take the court for a playoff game against the Magic in the Orlando bubble to protest the incident. The walkoff forced the postponement of all NBA games that night. The WNBA postponed 3 scheduled games that night and 3 MLB games were also called off. 

With no games to call, TNT used the airtime to discuss the civil unrest and shooting of Blake. Kenny Smith walked off the set in solidarity. Ernie Johnson, Shaquille O’Neal and Charles Barkley remained to further talk about what it all meant. Webber was in Orlando, getting ready to call a game, so they brought him into the show to get his thoughts. Webber was visibly shaken and was choking back tears. But he managed to make some very powerful statements. 

“I have a godson who has autism,” Webber said. “I just had to explain to him why we aren’t playing. I have young nephews who I’ve had to talk to about death before they’ve ever seen it in the movies. If not now, when? If not during the pandemic and countless lives being lost? If not now, when?”

“I keep hearing the question ‘What’s next?, What’s next?’. Well, you gotta plan what’s next. You have to figure out what’s next,” Webber continued. “Very proud of the players. I don’t know the next steps. Don’t really care what the next steps are, because the first steps are to garner attention, and they have everybody’s attention around the world right now. Then leadership and others will get together and decide the next steps.”

“Don’t listen to these people telling you don’t do anything because it’s not going to end right away,” Webber said. “You are starting something for the next generation and the next generation to take over.”

Pretty powerful stuff. 

CONCLUSION

Webber has the “it” factor when it comes to being an analyst. Knowledge of the game, personality and the ability to articulate what he sees in a concise manner. He works well with those that he’s paired with and you can tell they enjoy working with him. If all else fails for Webber, he could rely solely on his sense of humor. Don’t ever lose that Chris!  

How Do We Sell Local Podcasts?

Jeff Caves
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How Do We Sell Local Podcasts?

The BSM Top 20 Original Sports Podcasts were just awarded last week. Jason Barrett pointed out that it was the most competitive category of all the Top 20 lists due to so much product. 

I know, podcasts are like assholes, it seems like we all have one. Check out mine (podcast that is) at Kingdom of POD- Boise State Football. 

Image result for kingdom of pod boise state football

So, with all those choices, there must be great advertising opportunities, right? Well, that depends on who you are, I guess. Barstool, ESPN, The Ringer, Fox, NBC, etc have the BSM Top 20 locked down. And, massive sales staffs that know what to do and can package and bundle several different pods to advertisers. 

So, what about the rest of us selling the Kingdom of POD, a recycled on-air show or a local pod? How do we sell that? Depends on who you ask. I asked a local seller here in Dallas how they did it. This account executive has tons of radio selling experience, works for one of the large groups in radio and is now very active in selling a national podcast to Dallas area advertisers.

My podcast by the way is on the Bleav Podcast Network and is sold into by the Bleav sales team. I can sell local advertisers but more on that later. The Dallas AE has had success selling doctors and professionals into more national type pods. Clients like the association, believe in the targeting, and probably listen themselves. 

Don’t most of our best sports radio clients listen to our stations? 

The Dallas AE touts the brand loyalty aspect of the listener. The pod listener is not only loyal to the talent but to the advertiser as well. The listener knows without the advertiser their favorite pod probably wouldn’t exist and they want to show support. 

A few larger clients buy both radio and podcasts to cast a wide and in-depth net. The deep audience loyalty is great for repeat sales and generating word of mouth advertising. The AE pointed out that the Male targeted sports/news pods were some of the most popular platforms they offer because the higher income Millennial Males 28-36 are the largest listening audience of pods and bring the AE success. That should be enough to get us all on our keyboards and start touting pods via email to our advertisers.

I think the local pod is best served as part of a package buy. Bundle it in with on air, some digital and make sure you sell it to a real P-1 of the station and preferably a fan of the podcast hosts. 

Sports Radio sellers have a tremendous advantage here. So many of the podcast selling benefits match up with how we sell sports radio. Sell an on-air schedule for the 35-54 Male and pair it with a pod for the 28-36 Male. Now, that’s a combo!

Image result for radio and podcasts

It’s a great answer to the younger buyer who insists “all they listen to is pods” but can acknowledge there are a tremendous number of Males 35-54 who still listen to car radios. I personally have had a tougher time selling the Kingdom of Pod locally as a stand-alone pod because it doesn’t have an on-air piece attached. So, take advantage of those re-purposed pods, sell some streaming with that on air package and get busy! 

Get Ready To ‘Meet The Market Managers’

Jason Barrett
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Get Ready To ‘Meet The Market Managers’

Since 2016, one of the highlights each year on this website has been our BSM Top 20. This year was no exception. The seven day series is our largest traffic driver of the year because it shines the light on 240 sports radio brands, personalities, program directors and podcasts who are making an impact in the sports audio business. Helping the credibility for the series is the fact that the results are determined by industry programmers and executives.

But after the Top 20 series ends, I like to step back and evaluate what we did well, and where we can improve. I appreciate that so many pay attention to the series, but I know this business is big and there are many others who contribute to the success of a radio station or talk show. It’s why we’ve created other content over the years such as The Producers Podcast, 5 Podcasts in 5 Days, Managing The Crisis, and have had imaging and voice talents like Justin Dove and Mark Rider write guest columns. If we can help industry pros learn how to do one or two things better, it makes the work we’re doing even more meaningful.

One position though that hasn’t received much attention over the years has been the Market Manager. These are the leaders of America’s best radio groups and without their guidance, knowledge, and support for the programmer and on-air staff, the sports stations you enjoy listening to most could be drastically different. These professionals are expected to manage multiple brands inside of a cluster, and be skilled in programming, sales, promotions, digital, research, engineering, etc.. Others in a building may take credit or blame for a station’s results, but corporate groups expect the Market Manager to be accountable for ratings and revenue, while simultaneously growing and/or maintaining a brand’s relevance, reputation, and relationships.

Understanding how pivotal this position is to each market’s success, and recognizing how many involved in the content space don’t know the stories behind the men and women in these roles or how they’ve created impact in their respective markets, I wanted to develop a series which would shine the light on our industry’s top leaders. There are so many questions to be answered as we try to move our industry forward while battling stiffer competition, changes in technology, and difficulties created by Covid-19, and who better to ask than those tasked with navigating our brands thru a sea of uncertainty.

I’m pleased to announce that starting tomorrow on the BSM website, we will kick off a 15-week series titled ‘Meet The Market Managers‘. Demetri Ravanos and I will write the series, and we’re excited to chat with and feature many of the industry’s best. Our first feature will be on Good Karma Brands VP and Partner, and the man charged with guiding ESPN Cleveland 850 WKNR, Sam Pines. Details on other market managers we’ll be featuring in the series will be made available prior to each Wednesday’s release.

I want to take a moment to thank and recognize Tim Bronsil and the team at Point to Point Marketing. When I mentioned the idea of creating this series to highlight Market Managers and treat our readers to their insights on the industry, Point To Point didn’t hesitate to support it. Already an established force in audience development marketing working with the majority of radio operators, Point to Point has been a friend to many of our industry’s best brands and leaders, and they were the perfect partner for this project. If your station is looking for ways to create robust audience growth and long-term retention, I encourage you to check them out by clicking here.

We have a preliminary schedule set for the 15-week series, but if there’s someone in the industry who you think is exceptional as a market manager, and is worthy of being featured, please email JBarrett@sportsradiopd.com. We hope you enjoy learning a little bit about the industry’s top market managers and welcome your feedback along the way.

Positivity, Preparation and Perseverance Are Essential For Chuck Swirsky

Andy Masur
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Positivity rules the roost when you talk about Bulls radio play-by-play man Chuck Swirsky. He manages to keep himself energized and real in a business that sometimes forces people into just the opposite frame of mind. “The Swirsk” as he was nicknamed in 1981 has been at it for a little over 40 years and has loved every minute of it. Making his mark in Chicago, Swirsky then moved to Detroit, followed by a trip to Toronto and then, eventually back to where it all started. 

Image result for chuck swirsky

Swirsky has done radio, TV and even some PA announcing along the way. He’s been the voice of the Raptors, Michigan basketball, DePaul basketball and now the Bulls. He’s even filled in on White Sox television broadcasts. Swirsky has come a long way since making his debut on Chicago airwaves back in 1979, when he hosted a nightly sports show on WCFL (AM 1000), which wasn’t all that common place at the time. He was able to build a rapport with the rabid Chicago fan base. 

During this interesting NBA season, Swirsky has been busy, though not traveling as has been the case with many sports this pandemic. Swirsky was kind enough to spend a few minutes with me this week. We touched on a number of different subjects. 

Andy Masur: What has this been like doing basketball games during a pandemic?

Chuck Swirsky: Broadcasting a basketball game during a pandemic is like no other experience I have ever encountered.  The raw emotion of the crowd is missed. The vibe isn’t there.  I give our game operations staff major praise for creating and organically infusing energy at the United Center, but the fans truly make the sport. Other than viewing Zoom conversations, I have no one-on-one contact with front office, coaching staff members or players.  We rely so much on relationships to drive the narrative and by nature I’m a people person; without acquiring nuggets of information the broadcast suffers. 

Having said all this, I will never ever complain about the challenges I encounter. It’s an honor and privilege broadcasting NBA basketball. I have never taken one game for granted.  In fact, I’ve grown, and in selected areas, I have become a better communicator. 

AM: Prep evolves over time as well, is it easier to prep with technology that we have today or is it tougher with more info available?

CS: There are outstanding services that prepare intel/info sheets for broadcasters to use on game nights. I don’t subscribe to any of them. I’ve never paid one cent for info. I am totally old school. I do hours upon hours of prep work. I watch the Bulls opponent’s previous three games. Prior to COVID, I spend hours of time with players, coaches, front office staff to create a base of information, and trust.  

The Internet is wonderful. NBA League Pass is incredible. No question, I’m a better communicator to our audience because of increased technology. Yes, there is an overload of information but I’ll gladly take that instead of the other option. But I will remind broadcasters that you still have to stay focused and locked in. Never allow someone else to do your work.

AM: After being in the business as long as you have, how have you been able to maintain the energy night in and night out?

CS: I still maintain the same enthusiasm and energy I had 40 years ago. That’s the truth. I love my job and love people. I’m not jaded. I try and maintain a balanced diet, although if you ask my wife, Ann, she will quickly tell you I love desserts and gummy bears. I plead guilty on both counts, but I do get workouts in. I want to continue broadcasting Bulls ball until the day they tell me to take my Spalding and go home. 

Image result for chuck swirsky

AM: If you think about it, your career has come full circle. You started in Chicago and you’re back after a few stops in between. You had one of the first sports talk shows in town on the former WCFL (now ESPN 1000), what was that like during the late 70’s?

CS: In August of 1979, I hosted the city’s first nightly sports talk show. It aired 7-11 PM. WCFL Radio was purchased by the Mutual Broadcasting System and we called ourselves “Mutual CFL.” We were the lowest rated 50-thousand watts station in American broadcast history. We had blank pages for logs. Zero commercial inventory. Any PSA content our traffic department received we immediately played on the air that night. But being 25 at the time, I was energized and thrilled to be in Chicago.

In fact, I actually took a pay cut to accept the job at Mutual CFL. I had been hosting a sports talk show on WBNS in Columbus. Because we were the only nightly sports talk show on the air in Chicago a number of players, coaches and front office executives listened and shared information with me; some for release on the air, some just private intel. Either way, I was able to establish a trust factor with those in the know and I was extremely fortunate.

AM: Do you consider yourself a pioneer in that genre? 

CS: Do I consider myself a pioneer in that genre? Andy, I’ll say this, I consider myself very, very fortunate that Mutual CFL gave me the chance to walk in the door, sit in a chair Monday to Friday and talk sports. At first, I was way over my head. I was intimidated and overwhelmed, but my boss, the late Orrin McDaniels, kept encouraging me and it paid off. I received a huge boost from the most influential radio-television critic in the country, Gary Deeb of the Tribune and Sun Times, who wrote a number of positive articles about me (and trust me, everyone in the industry read Gary Deeb). His endorsement of my work helped solidify my standing in Chicago.

My take on sports talk radio is this: I bring knowledge, the ability to listen, passion and communication with the ability of offering strong opinions without crossing the line of a personal code of morals and ethics.

AM: Off the air, your Twitter account (@ctsbulls) is filled with uplifting messages daily. Are these things that just come to you or were they things your mentors told you? Where do they come from?

CS: This is something I initiated a few years ago. There is too much negativity in the world. Social media is full of land mines, full of hatred, jealousy and envy where people can hide their names behind a cloak of secrecy all while destroying someone’s character. I decided enough is enough. I am a positive person.

Life is not a straight line. We have ups and downs. Joys and hardships. I’ve been rejected many times in the radio-tv business. It’s not a good feeling and it hurts. I am sensitive, at times too sensitive. But we must keep persevering. I want to be an encourager, a listener, a support system to those who need direction and guidance.

I am not a clinical professional therapist. I’m just a flawed man trying to be better today than yesterday. I was blessed to grow up in a loving home. My parents were the best. My father was a decorated United States Naval officer who passed away suddenly when I was in the sixth grade. I learned so much from him even as a kid. His work ethic was off the charts and he was a perfectionist and demanded the same from me. My Mom was a school teacher and was the most selfless human being I have ever encountered. Both of my parents died young and I dedicated myself to honoring their memory through being kind, considerate, compassionate, empathetic, sincere and well mannered.

I had great mentors ranging from Vince Bagli (WBAL-TV Baltimore), Ernie Harwell (Tigers broadcaster), Joe Tait (Cleveland Cavaliers/Indians), and Pete Gross (Seattle Seahawks). I want to encourage, inspire, and lift others up, not only in our industry, but life in general. 

AM: Last one for you, I have to know, where did your Bulls victory dance come from and how did it start?

CS: The Bulls victory dance came out of the blue. Following a Bulls win I was dancing and our engineer Rich Wyatt taped it and posted the video…the next thing I knew, thousands were watching it, and it went viral. Life is short and I want to have fun. I love the Bulls and love my job, so I decided to do a brief victory dance after every Bulls win which we post after the game. I need to learn more dance moves. If you don’t believe me just ask my wife!  

Luckily for Swirsky he’s had the opportunity to “dance” a lot this season with the Bulls winning some games. His moves are also available on his Twitter account for you to check out. Swirsky is a great follow. 

Swirsky is an accomplished broadcaster, having been inducted into the Chicagoland Sports Hall of Fame in 2016. In May 2018 he was elected to the Illinois Basketball Coaches Association Hall of Fame and to the WGN Radio Walk of Fame. 

Use Tom Brady’s Mental Toughness Tricks To Become A Better Seller

Jeff Caves
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There are many lessons to be learned from Tom Brady about nutrition, self-belief, poise, and leadership. But one of the best traits I think he possesses is mental toughness.

And we can all use a checkup from the neck up in that department about now. How mentally tough are you? If you haven’t stuck with the plan you established for yourself on January 1 to make more money, use these pointers as motivation to get back on track. Finding new business, renewing old business, or upselling current clients are the same as exercising, eliminating alcohol and sweets. It’s never too late and never look back. 

JUST DO IT.

The book, TB12 Method: How to Achieve a Lifetime of Sustained Peak Performance contains four of Brady’s tricks for staying mentally tough. Brady writes, “the right mindset and attitude give us opportunities to do the best we can and realize the potential that’s in every one of us.” So lets max out our potential and get to work on improving our sports radio performance.

1)BE BRUTALLY HONEST WITH YOURSELF

Ask yourself your strengths and weaknesses in selling radio. Are you a good closer? Do you need help finding new clients to call on? Is your referral game up to par? How are you at digital terms and strategies? Figure it out and attack it.

Brady doesn’t dwell on his weaknesses instead he targets his deficiencies. One of the first things he said after the Super Bowl was that he wanted to work on his speed this offseason. If a 43-year-old QB can ‘work’ on his speed can’t we all improve our cold calling skills?  Take Brady’s ‘will-over-skill’ mindset and practice, read and discuss with others what you want to improve and you will be amazed at how the results will follow.

Go back and remember what it was like when you first started selling and you wanted to be like the #1 biller. You had excitement, purpose and an openness to learn. You can recapture that enthusiasm. Apply that mindset to improving your deficiencies and let the good times roll.   

2) TREAT PRACTICE LIKE A GAME

Brady uses practice to gain the respect of coaches and teammates. He believes that “if I don’t there’s no way the coaches will let me play”. Start participating in sales meetings. Get together with other reps to role play new proposals. Volunteer for bigger learning projects with your sales manager and offer to share with the group what you learned.

Maybe other reps will want to do more team selling with you or managers will feel more confident giving you some larger accounts or agencies because they have confidence in your ability. Be in competition with yourself to grow and learn. 

3) GIVE YOUR BRAIN A WORKOUT

“If you want to perform at the highest level, you have to prepare at the highest level mentally,” Brady said in the new Facebook Watch documentary Tom vs. Time. Brady asks, “does it matter what you eat if your mindset is negative or angry or if you have poor self-esteem?” You are what you think!

Get some index cards and write down digital or social media measurement terms on one side with definitions on the back, or positive affirmations that you repeat. Review them alone or practice with your wife and kids. Also, create a regular sleep routine. If it works for you, rinse and repeat.

I am an early riser, so I need to be in bed earlier than most. Just aim to be awake for 15-16 hours day and realize that anything over that and you should be asleep. Who cares if you wake up at 8 am if you stay up till midnight? I wake up at 5 am daily and fall asleep by 9 pm often. I maintain that if you are as productive from 9 pm to midnight as others are from 5 am to 8 am, then go for it. I just think attacking important exercise or work projects when you are fresh from 8 hours of sleep is a lot easier than doing it after you have already been awake for 12 hours.

If you are a night owl, examine what you are doing and if it helps you meet your goals.  Brady has his brain trained to expect morning workouts and work projects. It suits him. Brady uses cognitive training or neural priming. You may want to study that more. 

4) USE FAILURE TO AUGMENT YOUR EFFORT

Brady says the amount of effort he puts into a game matters more than the outcome. He says if he doesn’t play his best, he reminds himself he should play better and work harder. We can learn from our sales mistakes and try to not repeat them. Sometimes its paperwork issues or sloppy proposal writing. These are correctable mistakes. The key is to learn from those mistakes and move on.

“I found that challenges bring out the best in me, today I think back on them as gifts. I fought hard to get to where I am today, which means I know what it means to fight hard,” Brady said. “When you’re in a Super Bowl game and your team is three touchdowns down and the clock is running, mental toughness is what makes the difference at the end.”

Image result for tom brady bucs super bowl

With the pandemic raging on and our billing in decline maybe we need more mental toughness to end up winning the game of 2021. 

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