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Dave Greene’s Best Columns of 2018

Dave Greene
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Looking back on the columns I’ve written this year, I saw a few that stood out as ones that I really enjoyed writing as well as ones that received the most feedback:

Back in January I wrote this piece https://barrettmedia.com/tv-and-radio-are-heading-in-opposite-directions/ about what is happening with television and how that message is getting out to the advertising community. Here we are almost a year later and while it remains a hot topic, and there has been more negative press for the television industry, it is still not as prominent of a narrative as we’d like it to be.  A part of that could be that there was so much political money spent on television that helped mask a big problem.  2019 seems primed for a large decline in television revenues and the stories always follow the money.  As I wrote in the column though, it is still our job as an industry to be the ones leading the conversation about how well radio has maintained its audience while television continues its nosedive.

In June I asked what was wrong with all of us in this column https://barrettmedia.com/a-passion-or-a-sickness/.  I had several people reach out and tell me they shared my opinion (and a few who said their spouse felt the same way mine does!).  As our jobs seemingly get more and more challenging, it becomes more clear that the answer to this is: both.  We are passionate about this industry, to the point of sickness!

In August I wrote a piece which was more of a response to an article that appeared in the New York Times https://barrettmedia.com/are-we-not-selling-sports-radio-correctly/.  I still can’t figure out how or why sports radio reaching a male audience was a story in 2018, but I could only conclude that it’s our fault.  Too many people (IE decision makers) apparently don’t know about the incredible strengths of our format or the connection we have with the listeners.  More reason, of course, for us to be tooting our own horns any and every chance we get!

I was fairly surprised at the amount of response I received when I wrote this column later in August https://barrettmedia.com/your-body-language-says-so-much/.  The week I wrote this I had been in a couple of meetings, one with an Account Executive and another with a client, where I saw some really bad body language.  I remember being really distracted during both meetings by how poorly they came across just simply based on the body language.  Several people who read this, mentioned tips they had received in the past about remembering to smile and what to do with nervous hands and things like that where they were very conscious of how important body language was in the sales process.

Without question the most feedback I received on a column this year was this one https://barrettmedia.com/a-letter-to-a-young-salesman/ where I wrote a letter to myself on my first day in sports radio sales. I had some really fun discussions with people about what they wanted to include in their own letter and what they could have “done then with what they know now!”  It’s always fun to look back in hindsight and think about things you did while you were learning and an up and comer.  It helps remind us where we came from and how hard we have worked to get where we are now.

Happy Holidays From BSM

Jason Barrett
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What we do throughout the year is what allows us to be able to step away during the special times of the year and enjoy quality time with our families and friends.

On that note, BSM is taking a mini-break until January 2nd. You may see a few new columns posted on New Year’s Eve but regular activity will cease for the next week.

In the meantime, we invite you to follow us on Twitter, Facebook and LinkedIn where we’ll be sharing some of our best content from 2018 during the next week.

Happy Holidays!

BSM Summit Adds Sessions on Sports Betting, eSports, Podcasting & Research

Jason Barrett
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Putting together a sports media conference isn’t as easy as crafting a brand strategy, analyzing content or discovering talent. It’s a daunting challenge, one that I’ve embraced, but I’d be lying if I said there weren’t times where I’ve questioned if it was worth the stress.

Those who either know me in the industry or follow me on social media have seen the constant promotion of the event, but what you don’t see are the numerous phone calls, unanswered and rejected requests, in-person visits, and financial commitments made just to make the two-day event happen. 

Some have asked me “why do it if you’re not going to break the bank?” That’s a valid question, and I wish sometimes that my purpose was driven strictly by the desire to enjoy economic prosperity, but what can I say, I love this crazy business. The opportunities in front of us in the sports media industry are tremendous, and if I can connect, educate, inspire or improve one brand or individual, and help this industry improve its position then that’s time worth spending.

It’s because of my passion and belief in this business that I’ve invested the hours necessary to create a special event for industry professionals. The 2019 BSM Summit in Los Angeles will be a fantastic two-day show because it has tremendous support from a lot of high caliber people. Without them this event would stand no chance of succeeding.

Fortunately, I’ve made a few friends, shaken the right hands, and stumbled into a little bit of luck to be able to earn the industry’s confidence. I greatly appreciate it and don’t take it for granted.

If you’ve been keeping tabs on BSM thru our website, podcast, social media, or email then you’ve already seen some of the heavy hitters we’ve lined up for this event. I’m elated to have Jeff Smulyan, Tony Bruno, Colin Cowherd, Jason Whitlock, Jorge Sedano and Eric Bischoff joining us, along with a slew of programmers, market managers, executives, talent, and agents from the radio and television business.

Included among those brand leaders are Traug Keller and Justin Craig of ESPN Radio, Norm Pattiz of Podcast One, Bruce Gilbert of Cumulus and Westwood One, Don Martin and Scott Shapiro of FOX Sports Radio and Premiere Radio Networks, Jacob Ullman of FOX Sports, and Mike Thomas of Beasley Media. 

I’m also grateful for the support from VSiN Chairman and co-founder Brian Musburger, Action Network’s Head of Content Chad Millman, Matthew Kramer and the crew at CAA Sports, sports radio’s imaging and voice whiz Jim Cutler, and media friends such as Bryan Curtis of The Ringer, and Perry Simon of All Access.

But as strong as those names are, if there’s anything I’ve learned about sports media folks over the years it’s that they always want more. With that in mind, it’s time to tell you about the next group of speakers who are also scheduled to be with us in February.

It gives me great pleasure to share that we’ll be joined at the BSM Summit by Houston Rockets GM, SSAC co-founder and Clutch Gaming co-owner Daryl Morey, Echo Fox President and former NBA/College Basketball star Jared Jeffries, Immortals CEO Ari Segal, and Activision Blizzard CMO Daniel Cherry. All four men have extensive knowledge and experience in the sports world, and will be part of an interesting conversation examining eSports’ place and value in the sports media industry.

Additionally, I’m excited to welcome Steven Goldstein of Amplifi Media for a dive into the podcasting space, Warren Kurtzman of Coleman Insights, who will lead a session on programming strategies for a changing world, and FanDuel President and COO Kip Levin and DraftKings Chief Business Officer Ezra Kucharz who will join Millman and Musburger for a panel on sports betting moderated by Joe Fortenbaugh of 95.7 The Game.

Though the focus has been and continues to be on assembling a kick ass agenda that inspires and informs attendees, and connects individuals who can help one another achieve larger success in the sports media space, I also recognize the importance of giving folks a chance to unwind. What better way to do that then with food and drinks.

Thanks to my friends at ESPN, we’ll have a private 1-hour cocktail reception for attendees at Tom’s Urban following the first night of festivities. Folks may choose to stay after the party and continue eating, drinking, and networking, but I have a strong suspicion that the Lakers PR department will be receiving more press requests than usual for the Lakers-Rockets game down the street at the Staples Center.

The work is far from done, but the progress leading up to February’s show has been excellent. I’m planning to finalize a few programmer sessions soon, as well as talk to my executive circle to determine our recipients for the inaugural Jeff Smulyan and Tony Bruno awards. I do want to thank Premiere Radio Network/FOX Sports Radio for sponsoring our awards ceremony and the handful of company’s who’ve already jumped on board as session sponsors. Your support is greatly appreciated.

Being transparent, I’d like to add a few women to the show. The sports media industry may be male dominated, but I believe in having all viewpoints presented. I’m not going to get too deep into the weeds for the planning of this event, but requests have been made for some exceptional female speakers. I’m hoping to make more progress on that soon.

For those of you who’ve asked “what can I do to help”, all I ask is that you let others in the business know about the event. Something as simple as a retweet or share of one of our social postings goes a long way towards filling the room. Also, if you know someone in L.A. who does great video work on a freelance basis I’m open to suggestions.

On the business front, if you own, operate or represent a company and are looking to reach sports media professionals, we do have a few sponsorships remaining and would love your support. To discuss the matter further, please email JBarrett@hvy.tcp.mybluehost.me.

I’ll admit that selling people on why they should attend this event has never been an area of comfort for me. I understand there are many factors to consider when deciding whether to make a trip and attend a show. That said, if your time and finances allow you to do so, I do think it’ll be worth your while. It’s not everyday that you get to be around the key decision makers in your business to meet and learn from. The sports media industry is built on relationships, and if you want to separate yourself from the rest of the pack, it helps to make personal connections. 

Having spent over two decades in this business, I know that one thing too many of us are guilty of is not getting out of our buildings enough to meet new people, hear different ideas, and expand our thinking. You may be enjoying success today, and your knowledge of your brand and business may be superb, but this industry rapidly changes. If you don’t make time to educate yourself on where the world is heading other than reading about it on the internet, at some point it’s going to catch up to you.

I can’t promise that two days in L.A. will increase your ratings and revenue, but I do know that increasing your knowledge, relationships, and ideas is the first step to doing so. I hope to see you at the summit in February.

101 ESPN Inks 5-Year Extension with ESPN Radio

Jason Barrett
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101 ESPN Inks 5-Year Extension with ESPN Radio

101 ESPN – the Pride of St. Louis Sports – has signed a five-year contract extension with the ESPN Radio Network, effective January 1, 2019. The new five-year deal coincides with the station’s 10-year anniversary. 101 ESPN officially launched on January 1, 2009.

For the past 10 years, 101 ESPN has been the undisputed live and local sports radio leader in St. Louis and around the bi-state area. The radio station’s hosts and contributors have been nominated and awarded various and numerous industry accolades, awards and recognition – including two back-to-back nominations for the prestigious National Association of Broadcasters’ Marconi Award for Sports/Talk Radio in both 2017 and 2018.

ESPN Radio Network programming available on 101 ESPN includes:

  • “Sports Center” (all night, overnight)
  • “First and Last” (3a-5a)
  • “Golic and WIngo” (5a-7a) Monday-Friday
  • “The Dan Le Batard Show with Stugotz” (7p-10p) (tape-delayed after “The Fastlane”)
  • “Freddie and Fitzsimmons” (10p-12a)
  • And various ESPN play-by-play programs and signature sports event, including MLB (Sunday Night Baseball Game of the Week, All Star Game, MLB Post Season, and World Series); NBA (regular season, All Star game, Playoffs, Conference Finals and NBA Finals); NFL games; and College Football games, College Football Playoffs and the National Championship Game.  

Program Director Chris “Hoss” Neupert said, “Hubbard Radio management and the 101 ESPN team want to thank our listeners and the St. Louis community for their continued support over the last 10 years.”

Neupert continued, “Our entire team is looking forward to the strengthening of our partnership with the ESPN Radio Network, and the opportunity to offer innovative content and exclusive interviews, analysis and coverage for St. Louis’ sports fans.”

Do Your Job Like You Own The Company

Dave Greene
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Do Your Job Like You Own The Company

2002 was the first time I ever had a boss tell me to do my job “as if I owned the company.”  At the time it was said to me, I sort of thought I already did work like that.  I knew there wasn’t anyone at the station I was running (WHBQ in Memphis) that cared more than I did.  That’s what I assumed my boss meant when he said to run it like I owned it.

Image result for whbq am memphis

2007 through 2012 I had the unique opportunity to actually own part of the company, first just a monthly publication and then later two radio stations were added in.  That’s when I really figured out what my boss was talking about when he said to run it like you own it.  The problem is, most people will never really know a business that way, where they are concerned with every intimate detail, so it is difficult to put themselves in the owner’s shoes.

It’s been mentioned in this space many times that our world of mostly commissioned sales is very similar to having your own business.  Now, while you are provided things you probably take for granted like offices, desks, phones, computers, printers, business cards, etc, if “your business” isn’t good you don’t make much, but when “your business” is going well, so are things for you financially – much like the owner of a business.

So, in our daily lives, there are a couple of things that come to mind that can put us in the mode of running our business like we are owners.  The first is in negotiations, which to me is a very teachable skill.  The bottom line on negotiations is that if you are giving something up, get something back.

Unfortunately, I see too many sellers willing to settle for a lesser deal just because they see it as the fastest way to get the deal closed.  The real problem, of course, is now that same client is going to ask you for more and want to pay less every single time.  Now, think about if you were negotiating from the perspective of the owner of the company you work for.  If that were you, would you cave as easily or want as much as you can get for as long as you can get?  

Image result for negotiations

Something else we should be doing as if our lives depended on it (like an owner would) is customer service. We are in the renewal and referral business, so we should be wanting our clients to think we are the greatest things since sliced bread.  Remember, often it is people buying the person, not the package or the number of spots, they are buying you.

I look at it as an interview each time I am seeing a client.  What kind of impression would I want to put on if this person were hiring me for a job?  Then, once I have built a relationship with a client, it’s about consistently exceeding their expectations.  Too many try and get away with sending a couple of texts every now and then, bringing by the same bottle of wine for the holiday gift and then the one lunch when it’s renewal time.  If you owned that business and saw the importance of each and every bit of revenue that comes through the door, you would want each of your clients to feel like they are the most important client you have.

Business owners, ones that are hands on and involved with everything on a day to day basis, see things differently than most of us. Trust me when I tell you that staring at budgets, bank statements and payrolls will make you see the world a whole new way.  In our own little worlds, we can be fortunate that those things are all taken care of for us, but we still should look at much of what we do as if it is us who is the owner of the company.

All Press is Not Good Press

Jason Barrett
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All Press is Not Good Press

The Christmas season is supposed to be a joyous one for many. But in 2018, Santa Claus and a 70 year old Christmas song are connected to controversies that have left some feeling less merry.

The most recent stir was created by a company named GraphicSprings, who conducted a survey to explore ways to modernize Santa Claus. The results of that survey found that 27% of participants felt Santa should be either female or gender neutral.

If you’re like me, you were probably wondering “Who took this survey?” and “When did the public call for a Santa makeover?”

Prior to the Santa chaos, radio was under a heat lamp after a Cleveland music station Star 102.1 removed “Baby It’s Cold Outside”, a 70+ year old Christmas song from its playlist. The controversy started with a complaint from one listener according to reports.

Sensing an opportunity to generate publicity, KOIT in San Francisco did the same thing. That decision was short-lived though after local listeners told the station to stop screwing with its Christmas music and put the song back into rotation.

Christmas controversies aside, you may have also seen bizarre segments on FOX News television appear in your social media timeline after Tucker Carlson used air time to discuss gender neutrality for babies and removing the word ‘man’ with Cathy Areu.

Just mentioning those items gives me a headache but it leads to an overall point. 

You’ve probably heard the phrase “any press is good press” or “there’s no such thing as bad publicity.” The idea behind each is that as long as the brand or its people are being talked about, that’s a good thing.

I strongly disagree with that assessment.

I don’t think the Kansas City Chiefs appreciated the publicity that Kareem Hunt helped the team generate a few weeks ago. Nor were the San Francisco 49ers excited about Reuben Foster staining their image over domestic violence allegations in late November.

Were both brands talked about? Of course. But did that sell more tickets or merchandise, generate more sponsor dollars, or raise the confidence and excitement of the team’s fans? I don’t think so.

In sports radio, a host is often on the air for 15-20 hours a week. There are going to be times when the topics they explore and the opinions they offer create media buzz. As long as it’s not something impossible to defend, you’ve got to let passionate opinionated people do what they do, even if certain members of the audience don’t agree with it.

That happened recently in Jacksonville when 1010XL and NFL reporter Jason La Canfora had an on-air spat. La Canfora wound up hanging up on the station’s midday show, and people were divided on Twitter over who was right and wrong in their handling of the situation.

A few months earlier, we saw a controversy brew between WFAN’s Mike Francesa and Gregg Giannotti. The two drive time personalities spent time on their programs offering a scathing assessment of each other’s talent.

In both instances, the noise was the result of passionate people having differing opinions. Both conversations began organically.  To coin a phrase from Patriots head coach Bill Belichick, “nobody died.” 

When I reflect on the ‘Baby It’s Cold Outside’ issue it reminds me of a decision made last year by CBS Radio Las Vegas management. After not landing the rights to the Vegas Golden Knights, management decided to institute a ban which would prohibit the team from being discussed on any of the cluster’s radio stations.

As soon as I heard about it, I thought ‘that’s a really bad idea’. Never mind the fact that it was the first time the city was treated to professional sports, a season in which the Knights shocked the world and went to the Stanley Cup, but that decision put every male and female personality in an impossible spot with the audience. They were forced to carry out a mandate, even if they disagreed, because an executive decided to send a message to the Knights about their position in the market.

When you program a radio station, you’re going to constantly be met with negative feedback. The audience gets mad. Teams get upset. Sponsors complain. Rarely do people rush to send you emails and tweets to let you know how much they appreciate your content and decision making. 

Leadership requires an ability to evaluate each situation, and think about the masses not just the vocal minority. It’s easy to say yes and give in to pressure. Saying no and standing by your people and content is harder. If you pull the plug on a song that’s aired for 70+ years, people are going to want to know why. They’re going to ask “Why was the song OK last year? What about those of us who still want to hear it? Will the station remove other songs it airs with questionable lyrics or meanings?”

Before you do something drastic that creates national headlines, you’ve got to examine the issue from all angles. If a few days after you make a bold decision you’re reversing it because the audience is pissed and your brand is under an avalanche of negative attention, it tells me you either A) didn’t research the issue well enough or B) used the moment for a cheap pop.

If it’s the latter, that’s weak. It doesn’t require much skill to create chatter. I can walk into a radio station today, grab the mic, tell the audience soccer will have 10X the amount of fan interest as the NFL in 3 years, and instantly the phone lines will ring, tweets and texts will pour in, and I may even end up being written about. 

Did I generate buzz? Sure. But is saying and doing things for affect the best idea if you want to build long term trust with the audience? I don’t think so.

An alternative rock programmer can walk into their office today and make national headlines by pulling Nirvana’s ‘Rape Me’, Prodigy’s ‘Smack My Bitch Up’ and Nine Inch Nails’ ‘Closer’. A Hip-Hop station PD could do the same by removing Jay-Z’s ’99 Problems’ and Eminem’s ‘Stan’. If the Classic Rock PD wants in, they can eliminate Aerosmith’s ‘Dude Looks Like a Lady’, Dire Straits’ ‘Money For Nothing’ and The Rolling Stones’ ‘Brown Sugar’.

But for a sports radio programmer, the material isn’t previously written and recorded. It’s created live thru the vocal chords of an individual. It’s more common to react afterwards, than in advance.

But imagine where this could go if we started acting like it was our responsibility to make decisions in advance and alter content based on the feelings of a few. 

How different would sports radio be if the on-air talent were banned from talking about any athlete who was involved in an arrest? Lawrence Taylor, OJ Simpson, Aaron Hernandez, Ezekiel Elliot, Aroldis Chapman, Mike Tyson, and Kobe Bryant wouldn’t exist let alone hundreds more.

What about if a local station landed the play by play rights to a team such as the Indians, Braves, or Redskins, and then decided to not refer to them by their name in all station imaging and online mentions because they disagreed with the franchise’s name and wanted to generate mainstream attention? It’d be an expensive decision, one which would likely cost them the team’s rights, but would it make a lot of noise? Very likely.

Let’s flip it now to professional sports. What if each league started taking players out of their Hall of Fames based on facts we learned later about them. Would that suffice? What about if they started reviewing infamous moments in sports history, and changing the results because of new found evidence. Would that sit well with you?

To limit artistic expression is extremely dangerous. Not only does the best content come from it, but it opens our minds to see things from a different point of view. That’s very much needed in this divided world.

I do understand that times change and certain messages don’t register as positively as they once did, but your interpretation of something doesn’t make it fact. It just means you have an opinion on it. When we begin installing bans, trying to rewrite history, and slanting content towards our personal beliefs with minimal amounts of evidence to support it, it’s almost always met with backlash.

There’s a frightening shift that’s been growing the past few yeas where people want to silence voices that offer positions they don’t agree with. It’s happening in radio, television and print. Changing the channel or having a spirited debate no longer seems to be enough. 

How this will affect future conversations on sports radio is going to be very interesting. I for one hope we’re not a format embracing restricted points of expression because that won’t expand our audience or get the best out of our talent. It’ll just limit our potential. 

It’s imperative that brands are led by people who understand the tight rope talent walk on and don’t get shaken by the first piece of negative feedback. You’ve got to do your homework and make choices that serve the best interests of the entire audience, even if it means a select few are unhappy. Once you recognize and embrace the fact that you’ll never satisfy the entire crowd, the better off you’ll be.

What you don’t want to do is rush to judgment and become the story, because it can alter the perception of your brand, especially if you have limited information to justify a controversial decision. You may think the press you’re gaining to please the noisemakers makes it worth it, but if the reputation of your brand gets damaged, and your staff loses confidence in you, I’m not so sure you’ll still see it that way. 

Sports Radio Sales: The Movie

Dave Greene
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Every one of us has most likely played the “who would play me in a movie” game at one point or another.  I’m sure, like me, most usually pick someone who is a few rungs higher on the ladder than they really are.  I’d like to think I could be played by Adrian Grenier, but I’d be more along the lines of Jonah Hill (the Moneyball version).

I’ve always thought there was a great movie to be made about a radio sales team, think WKRP in Cincinnati only with the whole focus on the sales team.  Some of the character descriptions would be simple, as most of us see some of these people on a daily basis:

“The Cagey Veterans” – this is the guy or gal that’s been doing media sales for decades.  The male version is generally talkative and loud with some form of broadcasting experience from way back when.  There isn’t a question they don’t have an answer for or a local media company they haven’t worked for.  The perception they have of themselves is an A+ seller, while most everyone around them wonders how they’ve survived this long being as completely full of it as they are. 

The female version is more cagey.  You generally don’t see her a lot after lunch, she’s a bit of a mystery, but has great relationships with a small handful of clients that buy her consistently.  

Suggested casting:  Early 80’s Jack Lemmon (of course) and Katey Segal

“The Guy Nobody Can Figure Out” – Think Milton from Office Space. He’s someone you would describe as “a little different,” yet, somehow, he gets just enough of the job done in order to stay.  He gets a lot of appointments as he’ll pick up the phone and call anybody, but his success rate of keeping clients long term isn’t the best. 

He’s not overly social with the rest of the staff, but every now and then he says something in a meeting that’ll have everyone rolling on the floor.

Suggested casting:  Stephen Root (he played Milton) or Zach Galafianakis

“The Bombshell” – Typically these fall in to two categories.  On one side you have the very attractive girl who is one of the top billers, mostly because she “gets it.” The fact that she is an 11 on a scale of 1-10 is just the icing on the cake of a package that includes a smart, charismatic, energetic seller who is good with a variety of clients and great with car dealers. 

The other kind of bombshell is typically someone who has the beauty but not so much the brains.  The hope still lives on that she’ll eventually be as good as her A-level counterpart, but for now, she’s overwhelmed with the couple of car dealers she has on the air.

Suggested casting: Cameron Diaz or Hayden Panettiere

“The Rookies” – So full of life, so full of energy, so full of hope! 

They’ve completed their initial round of webinars, got to meet the air talent they’re in awe of and are now making calls and trying to set up appointments with all of those leads they said they had a contact with. 

When they aren’t finding out how hard it is to get a decision maker on the phone, they’re spending too much time talking to the sales assistant, running their hands through their hair and checking in on social media.

Suggested casting: Andy Samberg or James Franco

Something To Bet On

Jason Barrett
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Something To Bet On

By nature I’m passionate about the radio industry and quick to defend it. Two decades of labor, five market stops, hundreds of relationships, and countless positive experiences have shaped my views that way. I don’t apologize for that. It doesn’t mean the industry doesn’t have its share of flaws, but all things considered, it’s a pretty great business, one which I believe has more room for growth than ever before.

A few weeks ago I attended Radio Ink’s Forecast 2019 at the Harvard Club in New York City. From start to finish the event was jam packed with information, and featured a who’s who of industry movers and shakers. In what can only be described as a monumental upset, I was asked by Radio Ink officials to moderate a panel featuring ESPN Audio SVP Traug Keller, Cumulus and Westwood One SVP of Sports Bruce Gilbert, and Entercom Regional President Susan Larkin. I’d like to thank whoever spiked the punch to convince them to think of me. It’s appreciated.

Over the course of forty minutes we tackled a variety of subjects from sports gambling to gaming, improving diversity in sports radio management, attracting larger advertisers to sports radio, the state of ratings measurement, and changing the perception of sports radio being niche. One of the headlines which stood out most was Traug’s declaration of sports gambling becoming even bigger for the sports format than what initial projections suggested.

“This is bigger than people think,” said Keller. “The numbers coming out of New Jersey are staggering.”

If he’s right, which I do think he is, this is going to be a massive opportunity for sports media brands. The initial projections from Gambling Compliance, an independent provider of gambling industry data and research, listed sports betting as a 2 billion dollar industry. After the Supreme Court made their decision though, those projections increased to between 3.1 and 5.2 billion by the year 2023. The state of New Jersey supplied a small dose of what’s to come when during their first 17 days of legalized sports betting activity, the state raked in 16.4 million dollars.

You read that news and it instantly grabs your attention and gets your mind thinking about ways to capitalize. The challenge for brands is going to be setting boundaries so the airwaves don’t get polluted with non-stop gambling messaging. That means not allowing every Tom, Dick, and Harry who bills themselves as a gambling expert to gain time on shows, even if they’re offering dollars to do so.

It also means having to create systems to avoid having situations where four of five minutes of commercial breaks feature sports gambling commercials. GM’s are going to have to work with their sales managers to make sure pricing is set high enough so not everyone can play in the space. I’d also expect more hugs needed in the sales department when sales managers and GM’s have to deliver bad news to account executives, rejecting buys from other sports gambling groups because they’ve either sold out inventory or reached maximum capacity on what the programming team will allow on the air.

Regardless of the challenges, many in sports media circles expect an influx of cash thanks to sports gambling legalization. It’s the topic everyone has been talking about, and it was voted the #1 sports business story of the year in the Sports Business Journal. The only question is will the entire pot of gold be discovered in 2019, 2020 or later.

That got me to thinking about how the rise of sports gambling will influence future programming on radio, television and in print. We’ve already seen the NY Post form a partnership with VSiN to provide sports betting written content. The TVG Network also joined forces with VSiN. The new owner of the Los Angeles Times has said he plans to evolve the newspaper’s sports section by including coverage of eSports, and it’s safe to assume that sports betting will gain further attention too. Plus the upstart digital TV channel Cheddar has regularly produced content aimed at sports gaming and betting enthusiasts.

But what about traditional radio and TV outlets?

If you turn on SportsCenter with Scott Van Pelt, one of his most popular segments is Bad Beats. Tune into a sports radio station and you might hear an Action Update from VSiN or a sports betting expert appearing on a show to educate fans on potential moneymaking opportunities surrounding an upcoming game. Even FOX Sports Radio entered the fray this year by adding the weeknight show Straight Outta Vegas with RJ Bell to its schedule. FS1 did the same with the addition of Lock It In featuring Clay Travis, Cousin Sal, Todd Fuhrman, and Rachel Bonnetta. ESPN+ also followed suit by partnering with the Action Network on the show I’ll Take That Bet.

If you paid attention to industry news this week, you saw Darren Rovell announced his exit from ESPN to join the Action Network, where he’s expected to serve as an executive and cover the business of sports betting. Barstool Sports has gained strong social buzz this football season with the creation of their betting program Sports Betting Advisors featuring Dave Portnoy, Big Cat and Stu Feiner. Bleacher Report got involved in the space by launching a show with Chris Simms and Adam Lefkoe, and others such as The Ringer and Westwood One have created podcasts built around sports gambling content.

I think it’s fair to say that each of these brands understand what’s at stake. Groups like VSiN and the Action Network prepared well in advance by hiring good people, creating good content, and establishing relationships, even before the supreme court opened the door for states to make decisions on the future of legalized sports betting. Because they took the risk and got in early, they’re now in great position to take full advantage of it.

We’ve seen leagues like the NBA, MLB and NHL evolve their views on sports gambling, striking deals with the MGM casino for use of their data, logos and advanced statistics. DraftKings and FanDuel have opened locations in New Jersey and used their apps to generate larger revenues. Buffalo Wild Wings has even expressed interest in making sports betting available inside their bars and restaurants.

So what does it all mean?

Well, the obvious point is that the space is going to expand rapidly. Audiences will soon be treated to more of this type of content, and major advertisers, especially ones who are after the sports fan’s betting dollar, will be looking to sports media brands to help them build their customer base. You’ll likely see networks creating sports betting experts the same way they have sports analysts, and programming features will become part of shows you never would have expected them to be included in.

But is sports radio positioned to prosper from it? If you measure it from the over the air side, yes. Ratings, talent endorsements, and play by play associations are attractive to brands like StubHub, FanDuel, DraftKings, MGM and Buffalo Wild Wings. But it’s the digital space (where most economic projections expect bigger growth) where I have a few concerns.

I spent some time surfing thru the websites of a number of sports radio stations to see which local brands were developing original sports betting podcasts. I then examined the podcast charts by typing in ‘sports betting’ and ‘sports gambling’ to see which podcasts appeared in those categories. To my surprise, local sports radio underwhelmed.

What stood out most was that there weren’t many original local podcasts available on sports betting/gambling from local sports stations. National outlets did a much better job, along with groups like VSiN, Action Network, The Ringer, Barstool Sports, etc.. Among the few exceptions were The Sharp 600 by Joe Fortenbaugh of 95.7 The Game, a podcast done independently of the radio station, and KNBR’s Tom Tolbert, who’s hosting the Corndogs and Underdogs podcast.

Some of you reading this will be quick to point out that the iTunes charts can be easily manipulated. That’s true. They can. Which begs the question, why aren’t sports radio stations doing it then? Whether the system is imperfect or not, it’s where legions of sports fans turn to find podcasts, and advertisers judge whether or not you’re easily discovered there. If your content isn’t located under the category it’s built for on the first page, let alone the first three, good luck commanding larger dollars.

It left me wondering, if spending is expected to increase in the sports betting category, and major advertisers like DraftKings and FanDuel seek more of that content, especially digitally, why would they turn to a local sports radio station? They can find what they want on the national level, and thru popular sports digital brands, but local sports radio stations with their strong social followings, and 13-18 hours per day to promote content don’t deliver enough unique content or buzz on the subject matter.

If you’re inside of a sports radio station today, one of the most important conversations that should be taking place frequently between management and on-air talent should be about owning the sports betting space across multiple platforms. By the way, that doesn’t mean picking a part-time staff member and having them do a 30-minute podcast to say you’re present in the space. It means getting creative, and attacking the opportunity the same way you would a play by play partnership, or entering football season when you hire contributors for your main programs.

These are different times then before. When I programmed stations, I wasn’t a huge fan of sports betting content on the air. There were a lot of scammers looking to use the station’s airwaves to line their pockets, and although it may have been attractive to sales to add easy money for five minutes of garbage, I believed it was more important to put talent in a position to succeed, and respect the audience’s time.

But that was before legitimate people started creating content in the space, and before the supreme court granted authority to each state to decide their own fate. Fifteen years ago we looked at fantasy football content as a niche thing that wasn’t built for the mainstream, and now it’s a huge part of the American sports fan’s life. The same holds true with sports betting.

If there’s one major issue our business has it’s that we sometimes react too late. We’ve got to be thinking ahead and preparing ourselves to be a preferred destination when windfalls of cash become available, not walking in the door and promising to customize something after interest has picked up. Anyone can play the stock market afterwards, but it’s those who study trends, ask questions, and ultimately roll the dice who benefit the most.

Who’s your station’s go to expert on gambling? How are you elevating them across your shows, website, and social media channels? Are you hiring outside contributors or oddsmakers and building them up the same way you have ESPN, FOX or CBS NFL reporters? Do you have shows designed specifically for podcasting? Twitter? Instagram? Facebook? Have you asked the clients who have the most to gain in this space to share their ideas with you on how to create memorable content? What are you bringing to the table that isn’t available anywhere else?

If you solve those problems, I want you to ask yourself if you’re confident of your programming matching up with some of the other brands I mentioned earlier. If I walked into your building tomorrow as the buyer of DraftKings or FanDuel’s advertising, and I had seven figures to spend with one brand, could you convince me you had more to offer in this space than what those other groups have available?

This is what you’re going to be up against. Keep in mind, I’ve focused mostly on the audio part of this discussion. If I dove deep into each sports station’s social media video content and written pieces on the topic of sports betting I’d be terrified of what I’d find. It certainly wouldn’t measure up against the content being supplied by those other outlets. That points to an obvious opportunity for brands to explore partnerships with others who can bring things to the table that they can’t.

I consider this a critical conversation, and I’m thrilled that it’s going to be part of our agenda at the BSM Summit in Los Angeles in February. VSiN Chairman and co-founder Brian Musburger, Action Network Head of Media Chad Millman, and FanDuel President and COO Kip Levin have graciously agreed to spend time discussing the present and future of sports betting, lessons they’ve learned since entering the space, and what media brands can do to help themselves. 95.7 The Game morning man and Sharp 600 podcast host Joe Fortenbaugh will moderate the discussion.

Given what’s at stake from a monetization and interest standpoint, this is an area we can’t afford to miss the mark on. The reality right now is that the VSiN’s, Action Network’s, Barstool’s, Ringer’s, and Bleacher’s of the world know this space better and deliver better talent and content in it than local sports radio. So too do national brands like FOX, CBS and ESPN. If sports gambling is indeed the elixir that the sports format has been waiting for, then we’ve got to make sure we’re capable of matching up with the best that any other media brand can provide. If not, we’ll soon be waving goodbye to another lost opportunity, and this one could have grave consequences.

How Do You Leave An Impression On Clients?

Dave Greene
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What do you do to stand out?

In the highly competitive world of media sales, why should someone choose you?  This is something we ask clients all the time when we’re trying to learn about their business.  Why should I choose your business over a competitor’s business (listen carefully and your client might write the copy when they answer)?  How many of us ever put that question back on ourselves?  Why would someone choose me over a competitor?

I once ran across a seller who had put his “brand” on all sorts of promotional items.  Pens, mouse pads, cups, water bottles, koozies and even 2-liter bottles of soda.  He would frequently buy advertising on the station he was working for to run ads that talked about how he could help their business grow.  He was the type of guy that was “always on” and while some would tire of his schtick, he relentlessly pursued new customers and did a great job of using the ones he had to help him get more.  He stood out and became memorable to every person he met.

Image result for always selling

One of the ways sellers can stand out amongst their competitors is simply by their tone and approach on cold calls.  I’ve heard all sorts of strategies over the years from a seller who told everyone that answered the phone a joke to a seller who started every call by telling the person on the other line, “this is one of those dreaded cold calls!”  Any strategy that works is a good one when it comes to cold calling, but it starts with the level of confidence and authority in your voice.  Back in my days as a marginal on-air host, I realized that when I was sitting down, I had to work harder to have energy in my voice versus when I was standing.  If you have the same problem, stand up when you cold call. Do whatever it takes to make yourself comfortable so that whomever answers that phone hears someone who is speaking with conviction.

Another great skill to make sure you’re always working on is being able to command the room when you present an idea or solution to a client.  Being able to stand up in front of a decision maker and make them believe they should invest in you and your products because it will help solve a problem they’re having is something not many people are truly great at.  Those that are have a significant advantage over a competitor who comes in to the same room and “throws up all over the desk” with a robotic proposal talking about their great ratings with 18 to 49-year-old women who are left-handed and like to go bowling.  Have you ever watched yourself present?  I can tell you from experience you will find things you’ll want to get much better at if you ever get the chance to film a pitch and watch it back.

The bottom line is, we have to find ways to stand out.  Some of our prospects are hearing from multiple salespeople a day, so why in the world are they going to pick you?

iHeart Flips 97.3 FM to Sports in Milwaukee

Jason Barrett
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The competitive battle for sports radio supremacy in Milwaukee is heating up. Following Good Karma’s decision to move their sports talk programming to the FM dial earlier this month, iHeart is making a similar choice.

Announced today, iHeart will shift its sports talk programming from The BIG 920 to 97.3 FM and adopt the moniker 97.3 The Game. The 97.3 FM signal was previously occupied by Top 40 station WRNW and branded as 97.3 NOW.

Entercom was first to deliver sports on FM in Milwaukee with 105.7 The Fan, but the increased presence of Good Karma and iHeart on the FM band, coupled with Good Karma’s acquisition of 620 WTMJ, which holds most of the play by play rights to the market’s local teams should make 2019 an even more challenging race.

“Sports talk in Milwaukee is about to change,” said iHeart PD Tim Scott. “Milwaukee is more than just a great sports town and 97.3 The Game will reflect that.”

iHeart has confirmed that the local shows which had previously aired on 920 will move to the FM signal. Those programs include Drew Olson with Kevin Brandt, “The Crossover” with Dan Needles and Ted Davis, “The Double Team” with Dario Melendez and Bob Brainerd, and Mike Heller. The AM signal will feature local programming from The BIG 1070 in Madison and FOX Sports Radio’s shows.

Additionally, The Game will carry Westwood One NFL playoffs and Super Bowl coverage, and share University of Wisconsin play by play with the AM brand. The Milwaukee Admirals, NASCAR, high school sports, and Westwood One’s NFL regular season contests and NCAA men’s basketball tournament coverage will be exclusively offered on AM.

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