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What Taylor Swift Just Taught Sports Podcasters About Growing Their Audience

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August 14, 2025

What Taylor Swift Just Taught Sports Podcasters About Growing Their Audience

I have some bad news for sports fans: Taylor Swift isn’t going anywhere anytime soon. She will continue to appear on your television screen, in your social media feed, and now in the sports podcast space. Swift’s brand has officially entered the Kelce brothers’ New Heights podcast — and with download and viewership metrics expected to soar, it could soon become the most consumed podcast of all time.

Take a deep breath. It’s OK. Taylor herself is leaning into the idea that sports fans are weary of seeing SwiftieMania creep into their games.

Her New Heights appearance is the perfect example of celebrity-on-celebrity quid pro quo in the podcast space. But more importantly, it offers a lesson sports radio hosts and podcasters should note: sometimes you need to break out of your own bubble.

Taylor Swift is easily considered the biggest music celebrity to walk the Earth since Prince, Michael Jackson, and Madonna. She sells out stadiums all over the world, sets records on streaming music platforms, and achieves massive album sales in a time when people don’t buy albums anymore, instead preferring the cheap single. Her voice carries weight in politics, business, and culture.

What she has never done is appear for a long-form interview on a podcast.

Breaking Outside Your Norm

What better place to start than with her new “hubby-bubby” Travis Kelce and his brother Jason? Oh, you don’t think they’re headed that direction? Shame on you.

When it was announced that Taylor Swift would be appearing on the New Heights podcast, the internet was abuzz. One reel from the New Heights taped episode has drawn over 23 million views on X, 1.7 million on YouTube Shorts, and 7.3 million views on TikTok alone. That’s over 30 million views on social media in less than 48 hours.

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A post shared by New Heights (@newheightshow)

The episode is being released on a Wednesday evening at 7 p.m. Eastern time. Much like an NFL schedule release, the podcast is being treated as must-see/listen/consume content. Every music radio, talk radio, and sports radio station in the country is talking about it. Every news channel and entertainment network is abuzz. Your Facebook feed is littered with people sharing the news of the episode dropping, all ramping up buzz for the appearance.

The main reason why is that Taylor Swift decided to try something new, something outside her comfort zone. She’s a guest on a podcast she would typically never consider appearing on. Of course, she’s dating (for now) Travis Kelce, which makes her appearance make sense. But would she have considered the podcast if they weren’t together?

The struggle for podcasts today is gaining new audiences. As podcasts trend toward video, the content is becoming less free discussion and more television show. It’s difficult to find an audience when everyone and their brother is attempting to do the same thing you’re attempting to do. What makes it harder is that the more celebrities join the pool, the less opportunity there is for you as a creator to earn revenue.

That’s why you have to think differently. Taylor Swift didn’t have to—but she did. Look at the results of the past three days.

We’re in a New Age of Reaching Audience

For podcasters, the old “find your niche and serve it” mantra isn’t enough anymore. Staying in your lane limits growth. To reach new audiences, you have to expand into new spaces.

We’ve seen this in sports already. The easy example is Stephen A. Smith, who has decided to branch into the political world and attempt to dominate it like he does with sports debate. He took the chance, bet on himself, and molded his skill set for debate into one that can provide a different voice in the political landscape.

Look at the results. He has grown a massive digital platform playing in both lanes. He’s appeared on FOX News, CNN, and Real Time with Bill Maher just this past weekend. He’s also going to be hosting his own political talk show on SiriusXM on top of his duties with ESPN.

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A post shared by Real Time with Bill Maher (@realtimers)

That’s breaking outside your bubble.

You’ve also seen this with other sports personalities. Clay Travis was a rising star in the sports media landscape. He built OutKick as an alternative voice in the world of sports and sold it to FOX Sports. Today, he’s one of the leading voices in conservative talk radio and still dominates headlines in the sports media landscape.

It doesn’t always have to be a lean into politics for sports media/radio/podcast personalities. Pat McAfee went from playing in the NFL to hosting a sports talk program to calling WWE matches. He had no play-by-play experience, but he was a wrestling fan. He understood that playing in the world of WWE would bring in a new audience to his brand, while bringing his brand to the WWE.

Look at the results. WWE just signed a massive deal with ESPN, putting professional (yet scripted) wrestling into the sports conversation—and McAfee is a big reason for that.

Taylor Swift’s Appearance Shows Opportunity

So yes, sports media folks may roll their eyes at the tidal wave of attention one podcast appearance is getting. But Taylor Swift has earned it.

By breaking out of her bubble, she’s connecting with a new audience — including people who may not care for her music but could relate to her story. She’s also opening a door for fathers like me, with daughters who adore her, to find another way to connect.

What an opportunity.

Talent tends to play to their niche—their circle, their P1 if you will. Swift’s New Heights appearance should be a wake-up call: revisit your playbook, take risks, and leave space for something unexpected. Think differently, be bold, and break outside that bubble—ending this cruel summer with a new outlook on how to grow.

Look at what you made me do!

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

SiriusXM is Playing the Howard Stern Rumor Mill Perfectly

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Garrett Searight

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August 14, 2025

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SiriusXM is Playing the Howard Stern Rumor Mill Perfectly

The rumor mill has been abuzz about Howard Stern and his future at SiriusXM for more than a week now.

And on Wednesday, that rumor mill took a different turn, with an announcement by the satellite broadcaster.

Howard 100, one of two channels dedicated to the radio megastar, began airing promos directly stating that stern would be addressing his future when he returns from vacation early next month.

“The tabloids have spoken,” the promo states. “Howard Stern, fired. Canceled. Is it really bye-bye Booey? Chaos is swirling at The Howard Stern Show. Did staffers talk to the press? Were writers withholding their best jokes? Nobody knows what’s going on or whot to trust. Now, we can reveal: all the questions will be answered. All the truths will be told by the one man truly on the inside. Howard Stern will speak. Tuesday, September 2nd.”

“Is it really bye bye Booey?”

Howard Stern and SiriusXM have taken the “rumors” and recent headlines and turned them into a promo for Howard’s return from sunmer break on Sept. 2. pic.twitter.com/olA0tPpL5Q
— Jimmy Traina (@JimmyTraina) August 13, 2025

It is a calculated marketing play — and exactly the right one. Instead of quietly ignoring the chatter, SiriusXM leaned into it. By openly promoting that Stern himself will talk about the rumors, the company isn’t just teasing a segment. It’s building an event.

The brilliance here is simple: you can’t control whether rumors spread, but you can control how you respond to them. SiriusXM could have let Stern return without fanfare, hoping his first show back would settle the speculation naturally. But in today’s media environment, letting the audience dictate the narrative is a losing strategy. By centering the conversation on Stern’s upcoming remarks, SiriusXM takes back control of the storyline — and monetizes the curiosity.

Howard Stern has made a career out of leaning into uncomfortable conversations. His audience expects transparency, edge, and a little drama. A promotional campaign promising answers to questions about his future doesn’t just meet that expectation — it exploits it. It tells fans: you’ve heard the whispers, now hear it from the man himself. That’s irresistible programming.

It also plays into Stern’s unique relationship with his fans. His audience isn’t casual. They’re invested in him personally. They’ve followed him through decades of radio battles, TV projects, and life changes. Rumors about Stern’s future aren’t just industry gossip. Listeners want to know if their daily routine will change. SiriusXM is smart to treat that interest as an asset, not a threat.

And let’s be honest — this approach works because Stern can deliver. If you promise a host will “address” rumors, you’d better have someone who can do it in a way that makes headlines. Stern is a master at teasing, storytelling, and dropping just enough information to keep people talking. The campaign sets the stage, but Stern will make it must-listen radio.

In a broader sense, SiriusXM’s move reflects a lesson the media industry often forgets: silence fuels speculation. If you’re not telling your story, someone else is. Clarity drives consumption. When broadcasters avoid talking about big, uncomfortable stories, they leave a vacuum for others to fill. By promoting Stern’s return as the place where the truth will be revealed, the company is directing all that curiosity right to its own platform.

This isn’t just about getting Stern’s regular listeners to tune in. It’s also about pulling in lapsed or casual fans who haven’t listened in months, years, or even ever. That’s influence you don’t get by pretending the rumors don’t exist.

There’s also an important brand message in this campaign. SiriusXM isn’t saying “we hope you still care about Howard Stern.” They’re saying, “Stern is still one of the biggest voices in the business, and when something’s happening with him, you’ll hear it here first.” That’s positioning SiriusXM as the definitive home for Stern’s story — and, by extension, for other major personalities who might consider making SiriusXM their home.

It’s worth noting that this only works if the follow-through is strong. If Stern’s “addressing” of the rumors is vague or dismissive, some listeners will feel baited. But given Stern’s history of engaging honestly with his audience — even if that honesty is wrapped in performance — it’s a safe bet that he’ll deliver enough to justify the hype.

Ultimately, SiriusXM’s campaign is a reminder of a simple truth: people love closure, but they also love the build-up to it. By telling fans exactly when they’ll get answers, SiriusXM has given them a date to circle, a reason to clear their schedule, and a feeling of urgency. That’s not just smart marketing. That’s understanding how your audience thinks.

Howard Stern’s return from vacation could have been just another Day-After-Labor-Day show. Instead, it’s a headline. It’s watercooler talk. It’s a reason for people who haven’t thought about listening to Howard Stern in months to say, “I’ve got to hear this.”

That’s the power of leaning into the story rather than hiding from it. And in a media world where attention is the oftentimes the most valuable currency, SiriusXM just made a very profitable deposit.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

How FOX & Friends Grew Its Ratings to Rival Network Morning Show Competitors

Features

Garrett Searight

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August 14, 2025

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How FOX & Friends Grew Its Ratings to Rival Network Morning Show Competitors

Few TV networks have been able to boast the ratings figures Fox News has in 2025. A key part of that growth has been the success of its morning show, FOX & Friends.

The morning show — featuring Ainsley Earhardt, Lawrence Jones, Brian Kilmeade, and Steve Doocy — has seen a 26% increase in total viewers in 2025. Thus far, the morning show has averaged just over 1.6 million viewers each day.

Additionally, the program has seen a nearly 20% increase in the coveted Adults 25-54 demographic.

FOX & Friends has seen its morning show hit double-digit growth as others have slumped in the daypart. For instance, CBS Mornings has seen a 10% decrease in total viewership, with the Fox News morning show now approaching the numbers put up by the CBS show, which is averaging 1.9 million viewers each morning.

Megan Albano, the Executive Vice President of Morning Programming and Program Development at Fox News, says there are key differences that separate FOX & Friends from its competitors.

“At FOX & Friends, we set ourselves apart by doing more than just delivering the news — we both inform and entertain,” Albano said. “Every morning, our viewers turn to us to get the information they need to start their day, but they also know they’ll find laughs, lighthearted moments, and a positive start. We pride ourselves on being deeply in tune with our audience. We know the stories that matter most to them, and we keep those front and center in our decision-making process: ‘How does this impact your everyday life?’

Albano added that the show’s strategy is much more than just featuring the news each morning.

“We don’t just report the news — we talk about the issues that truly matter to people, approaching each segment in a way that’s relevant, relatable, and real to everyday Americans,” she shared, before noting that the show’s hosts — Earhardt, Jones, Kilmeade, and Doocy “genuinely care about our viewers and appreciate how special it is to be part of their daily routine.”

“We’re not distant anchors behind a desk — we’re just like our viewers, because we are our viewers,” said Albano. “We share their concerns, their joys, and their curiosity about the world. That’s what makes our show stand out–authentic connection, a wide range of coverage, and a commitment to putting our audience at the heart of every story we tell.

“Our goal is simple: to bring a little light to the morning rush, whether that’s while you’re getting ready for work, making breakfast for the kids, or getting dressed.”

To see the strategy behind both reporting and discussing the news each morning has been “incredibly rewarding”, Albano admitted.

“We have an amazing team that works tirelessly every single day to put this show on. We are staffed 7 days a week and around the clock. There isn’t a time in the day that someone isn’t here working on FOX & Friends,” she said. “Our producers are second to none, and that’s true across the board, from producers to the crews and of, course, our anchors.

“Seeing the ratings grow, new segments take off, and our social media imprint expand is quite gratifying. It’s all our hard work paying off. But what really matters is that our viewers see it and appreciate it as well. To see it not only resonate with viewers, but also build a deep and lasting connection with them. When people tell us they feel like they ‘know’ us, it’s the best thing you can hear.”

FOX & Friends hasn’t been shy in putting its anchors in the field. In addition to doing reports from local diners or barbershops, the show also recently introduced a new role for longtime host Steve Doocy. The 68-year-old Doocy has worked at Fox News since 1996. He began co-hosting FOX & Friends in 1998. He’s relocated to Florida and is now showcasing stories from around the nation for his contributions to the program.

The commitment to speaking to viewers and stepping outside the network’s New York studios has only added to the show’s growth.

“It allows us to connect with our audience on a deeper, more personal level,” Albano said of sending the show’s anchors on the road. “While the studio provides a controlled environment for delivering news, there’s no substitute for being on the ground — seeing the story, feeling the atmosphere, and hearing directly from the people impacted. This country is filled with incredible people, as we’ve seen in our new Main Street USA series, people who care deeply about their families, the country, the future generations. Getting outside the studio enables us to meet viewers where they are, to listen to their concerns firsthand.

This face-to-face engagement not only builds trust and authenticity, it ensures that our coverage reflects real voices and real experiences–not just headlines. These types of segments are always our highest-rated.”

In spite of the ratings success and nipping at the heels of its broadcast competitors, FOX & Friends isn’t resting on its laurels. It’s looking to the future to see where it can innovate and increase impact.

“We want to keep growing the show and connecting with new audiences, all while staying true to what makes us, us,” Albano concluded. “That means trying fresh ideas, telling stories in new ways, and meeting people wherever they are — whether that’s on TV, on their phones, or out in the community. We are always looking to expand our viewership, and with that comes finding different ways to bring in new voices, explore what’s trending, and have conversations that really matter.

“In today’s fast-changing media landscape, adapting is essential — and we’re committed to continuing to evolve so we can reach and engage even more people.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

‘The Kannon Show’ Brings Open House Party Energy to Weekdays

Features

Jeff Lynn

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August 14, 2025

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‘The Kannon Show’ Brings Open House Party Energy to Weekdays

Mike Kannon is the host of the syndicated “The Kannon Show” and “Open House Party.” His mission is to make radio feel big, fun and unforgettable every day of the week.

After time doing the “Open House Party,” Kannon looked at the radio landscape and thought something was missing.

“Top 40 has a lot of shows and I wanted to do a show for that too,” he says. “But this is good for Hot AC as well because. There’s not a lot of shows for Hot AC that have personality and the artists hanging out every day and cool experiences money can’t buy.”

That vision became “The Kannon Show,” a weekday program designed to deliver the same kind of energy and celebrity access that Open House Party has provided on weekends for decades.

“We have guests every day, and each week we have a different guest. They hang out for the entire week. I do interviews now through the lens of the entire week. We also do it on Mr. Master, so I can take phone calls, run contests, and put them live. I just wanted to give stations something special that sounded big and fun and exciting and could do things they may not be able to do on their own.”

Finding the Lane

Of course, great ideas don’t just materialize on-air. Kannon says launching the show took persistence and a clear point of difference.

“I beat down the doors. You don’t take no for an answer. And have to keep trying. You have to show that you have something unique, a brand that’s going to cut through, matter, and be different than what everyone else is doing.”

“Anyone can just do a show. People are going to be slow to syndicate just a regular jock shift because they can do it locally. I gave the network something interesting. An angle nobody else seemed to be doing. Hot AC doesn’t have a celebrity hanging out all week and fun contests. Top 40 doesn’t have much either. Country has some shows like that. So, I pitched them a weekday version of “Open House Party” with celebrities, contests, and things stations don’t have access to. They said, ‘Oh yeah, there is a lane for that.’”

“I also wanted to create something where stations can use their own music. It’s designed to be an extension of their brand that sounds like part of the fabric of their radio station.”

Timing played a role, too.

“It’s something I wanted to do for a long time, but I didn’t have the time because I was at Star 94 in Atlanta, and my days were jammed. When I got riffed in March, I said, ‘I’m going to finally do this.’ It took some pitching, but United Stations was all about it.”

Making It Local

One of Kannon’s selling points is his commitment to making the syndicated show feel hyper-local.

“I cut a million different things for stations every week. For back to school, I was cutting a lot of things for the individual markets. I can promote what they’ve got going on locally.”

“There are syndicated shows where you put them on, and you never hear from them. You send them an email, and you don’t get anything back for a week and a half. I get it back within 24 hours. I’ve created a relationship with the stations so they know if they send me something, they’re getting it right back.”

Interviewing With Curiosity

Kannon approaches artist conversations with the same philosophy: make it personal, not generic.

“I get the audience involved. On “Open House Party,” we have something called group chats, where people can win their way into the interview to hang out. We’ll have five or six winners hanging out with the celebrity, and that’s fans asking real questions. It sounds unique, it’s authentic. They create these moments you can’t get in a regular interview.”

A recent example.

“We had Russell Dickerson on this week, and we were talking about his wife. I asked, ‘What did she get you for your birthday?’ He said, ‘We’re not really gift people. We like to hang out, drink champagne, and then walk to the store next door and just buy whatever we see.’ That’s a cool little slice of life you’re not going to find on Google.”

Keeping the “Open House Party” Legacy Alive

Kannon’s weekend role as host of “Open House Party” ties directly to his weekday ambitions.

“It’s the original weekend party show. You’ve got celebrities hanging out, people checking in from all over the country, sharing their little slices of life. It’s larger than life, but John Garabedian always preached it has to be authentic.”

“We just hired DJ Mach 1 from Kiss FM Chicago for mixes. It’s a big-ass party — the original one.”

Did taking over from a legend like Garabedian create extra pressure?

“Super daunting at first, but I met John when I was still in high school. My first real job was doing the mixes for “Open House Party.” I soaked in as much as I could, asked a ton of questions, but didn’t want to be a copy of John. My worst fear is not being authentic. I took what made him great and Kannonized it and put my own personality on it.”

Beyond the Studio

When he’s not behind the mic, Kannon has a wide range of passions

“I love learning to fly airplanes. I love scuba diving. I live in Florida, so I’ve learned to play pickleball, which is super fun. I’m just a geek. I love learning. YouTube rabbit holes are my thing. I’m obsessed with brands.”

Mentors and Mindset

Kannon credits several industry figures for shaping his career.

“John Garabedian has always been a mentor of mine. Chad Rufer has really helped me be a more concise jock. Jerry Clifton taught me everything about the showbiz side of radio and how important it is.”

“Jerry McKenna. He’s a musical genius. And Joe Breezy. I couldn’t do “Open House Party” without his music expertise and label relationships.”

Still in Love With the Art

More than anything, Kannon’s drive comes from a genuine love for radio.

“I absolutely love it. If I was using my brain, I’d be a pilot or do something in marketing. But this is still fun as hell for me. It’s an art, and I love the art. I don’t want to do anything else. I just want to do what I do as great as I can and keep trying to be better.”

United Stations syndicates the Kannon Show. Find out more here.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

The NFL on CBS Broadcast Teams: A Breakdown

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John Molori

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August 14, 2025

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The NFL on CBS Broadcast Teams: A Breakdown

As we get set for another NFL season, it’s not just about looking at team rosters, but broadcast rosters as well. CBS brings one of the most experienced and talented crews to this year’s NFL schedule. Their 2025 NFL announcer teams, top to bottom, comprise some of the very best in the business. Let’s take a look at this gifted crew.

CBS’s lead broadcast unit is Jim Nantz, Tony Romo, and Tracy Wolfson.

Nantz is a true TV legend. He has complete control of the broadcast booth and is a master craftsman in calling a game, providing perspective, and making his broadcast partners excel.

A lot of people have been criticizing Tony Romo over the last couple of seasons, but he remains one of the top five football analysts in the business, in my opinion.

In his 2017 debut season, Romo was excellent from the jump. His penchant for calling plays before they even happen is unmatched. In addition, Romo has jelled incredibly well with Nantz, making them arguably the best pair of football announcers in the business.

I think the key to Tracy Wolfson’s success is her versatility. Not only can she move from sport to sport as a reporter with accuracy, diligence, and fact-finding, but even within the scope of her work as a football sideline reporter, she offers breaking news, updates, and commentary — a perfect fit with Nantz and Romo.

A Deep Bench on CBS Sports

Another of CBS’s regional game broadcast teams is Ian Eagle, J.J. Watt, and Evan Washburn.

Eagle is as good a football play-by-play announcer as there is when it comes to the nuts and bolts of broadcasting. What he lacks in flash and charisma, he makes up for with pure talent and the ability to narrate the story of an NFL football game. I love listening to him, and his pairing with J.J. Watt is going to be very exciting to watch.

If ever there was a relatively new broadcaster who has the chance to match Tony Romo’s success, it is Watt. His social media posts are biting and timely, but never step over the line into insulting or vulgar. I think he has amazing potential, especially matched up with Eagle in the broadcast booth. As a fan and viewer, I am really looking forward to seeing what he has in store for us.

CBS is very fortunate to have perhaps the best group of sideline reporters in football. A key member of this group is Evan Washburn, who will be teamed with Eagle and Watt this year. Washburn does not just show up and wait for stories to come to him. You can see him on the sidelines working the benches to not only react but be proactive in his role.

Kevin Harlan, Trent Green, and Melanie Collins are another of CBS’s top NFL teams.

Harlan remains one of the most popular announcers across multiple sports on television. I’ve often said that I’d like to see him tone down his dramatic slant early in games, but that is his shtick and it works for him. All in all, he is a joy to watch, especially at the end of close games. He knows how to put his finger on the pulse of a moment.

Trent Green is a solid analyst. He is not going to give you the personality of a Romo, but he knows the game inside and out. I like Green’s staid, businesslike approach to football. He is excellent with the X’s and O’s of the game and knows the quarterbacking angle as well as any analyst. Green is one of the few analysts who doesn’t need to be set up constantly by his play-by-play partner. His preparation is undoubted, and he is really good at initiating a conversation both on the offensive and defensive side.

Melanie Collins is a truly underrated sideline reporter — excellent at ferreting out stories to present to viewers. We all know that there are varied views on the overall value of a sideline reporter, but Collins consistently shows that the position is quite viable and even essential. When Harlan throws to Collins, you know you are going to get information that is pertinent and relevant to the game, not just fluff. She is one of the best in the business.

The Rising Stars of the NFL on CBS

CBS’s only four-person NFL broadcast team is led by play-by-play announcer Andrew Catalon, joined by analysts Charles Davis and Jason McCourty, and reporter AJ Ross.

Catalon is an underrated broadcaster across the landscape of sports. He brings really good pacing and rhythm to his football calls. Catalon, to me, is already in that conversation as a top-flight play-by-play announcer. He should be for everyone else as well.

I’m looking forward to seeing the pairing of Charles Davis with McCourty. Davis is an entertaining listen and watch. He has a firm grasp of the game and is quite versatile, commenting on all three phases of football. You can tell how much he loves the game and can actually sense and hear his smile in his commentary. McCourty has blossomed since his tremendous debut on NFL Network’s Good Morning Football. He is very much at home in the booth, currently working Boston broadcasts for Patriots’ preseason games. McCourty continues to feather his nest as one of the best analysts in football, especially on the defensive side of the ball.

Like Melanie Collins, AJ Ross is an underrated football sideline reporter. She is a hard worker, well prepared, and constantly looking for a unique angle to present viewers between game calls. It is my hope that whoever is directing and producing her games this year gets her more airtime on the broadcast. Ross clearly prepares a bunch of nice tidbits to share with viewers and is also good on the fly, whether it is an injury or some other immediate story occurring on either sideline.

You know you have a deep talent reservoir when Spero Dedes, Adam Archuleta, and Aditi Kinkhabwala are part of your broadcast crew roster.

Dedes is a television veteran with an understated style. This dude sees the game and tells us what is happening on the field — no BS fanfare or unnecessary drama. He is the anti-Harlan. I like Dedes’ style. He is an original, not a copycat, cookie-cutter play-by-play announcer.

Archuleta has carved a nice niche for himself in the broadcast sphere. He’s got great experience as a player and is really eloquent in translating that on-field experience to his on-camera gig. I kind of look at him a little like Catalon in that he should be more highly rated and recognized for his talent. Kinkhabwala is an experienced reporter and veteran of NFL media with excellent contacts throughout the league. She is also very well respected by players and coaches. That’s something you can’t create; you have to earn it.

More evidence of the depth of talent at CBS is their rotating reporters, Tom McCarthy and Ross Tucker, both very good at what they do. Gene Steratore continues to be a bright light for CBS as a rules analyst, while play-by-play announcer Beth Mowins will call select games along with color analyst Chris Lewis. Both Lewis and CBS’s Logan Ryan are rising fast. Reporters for select games include frontline sports media talents like Amanda Balionis and Tiffany Blackmon. Like any great NFL team, the 2025 CBS game announcer roster is stacked. As you watch the talent on the field this season, don’t forget to pay attention to the equally strong talents describing the action.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

How to Future Proof Your Career in a Changing Media World

Columns

Bob Lawrence

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August 14, 2025

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How to Future Proof Your Career in a Changing Media World

Our industry has never been particularly static in nature. It’s always transformative and continuously going through some sort of metamorphosis. From the earliest days of radio to our current, AI-driven content, one thing has remained constant: change.

Think about technology since moving into the 21^st century. At lightning pace, things evolve, audience habits shift, and business models become almost obsolete. Forcing new plans and development faster than we would ever have expected. Whether you’re behind the mic, behind the scenes, or in front of a client, you need more than short-term goals. You need to future-proof your career.

One thing is certain. You must commit to lifelong learning and continued education. Even the most steadfast tools, platforms, and strategies seemingly change overnight. One year, a social platform becomes a great place to promote programming, and the next year it becomes irrelevant.

The same goes for advertising—new programmatic systems, attribution models, and CRM tools appear constantly. That makes it imperative to always stay curious and proactive about all the latest trends. That could mean signing up for classes in audience analytics, digital ad targeting, or creative storytelling. The more adaptable you are, the more valuable you become.

Gone are the days when a “radio job” or “sales job” meant focusing on one channel.

Content creators must think about how their material plays across audio, video, and digital. Sales pros should learn how to work with campaigns across multiple platforms—selling not just a spot on-air, but a truly integrated solution that includes social media, streaming, and podcast sponsorships. Versatility is the bridge between content and revenue growth, and knowing the client’s needs and how to solve their issues is essential.

We all have our own personal brands. Whether you’re an on-air talent or a sales rep, people want to work with someone they know and trust. Building your personal brand means sharing industry insights on LinkedIn, engaging authentically with your network, and maintaining a visible portfolio of your work. This includes show highlights, client success stories, case studies, or creative ad campaigns you’ve sold. When you’re top-of-mind, opportunities tend to find you.

Creative instincts and people skills are vital. But understanding data is what turns good work into great results. But be cautious with data. Use it to tell stories versus talking numbers. Content professionals should monitor metrics like streaming, engagement, and audience demographics.

Sales professionals should be fluent in KPIs and campaign performance reports, ROI measurements, and audience targeting tools. Speaking the language of numbers builds credibility and makes your recommendations harder to ignore, but packaging it within success stories helps to make it as compelling as possible.

We are all still in a relationship business. Creators should connect with producers, marketers, and influencers. Salespeople should maintain ties with advertisers, agencies, and business owners. I’m a big fan of joining webinars and staying active in professional groups and networks. Also, stay connected and try not to limit your network to media circles. Connections in all areas, including tech, retail, and nonprofit sectors, can lead to unexpected partnerships and revenue streams.

Keep in mind that the title you have today may not exist in five years. A podcast producer might become a media strategist. A media salesperson may end up finding their way into a digital solutions consultant.

Focus on the core skills you have to offer, such as storytelling, audience engagement, relationship-building, or revenue generation, and be prepared to apply them in new formats and business models.

Future-proofing your career isn’t about predicting every possibility. It’s about preparing yourself to thrive no matter what happens down the road and how things change or evolve. For both on-air and digital content creators and salespeople, winning results will be the same. Stay curious, stay visible, stay connected, and keep learning. The industry will continue to evolve, and if you’re able to evolve with it, you’ll always be in demand – no matter what.

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