The Coast Radio Group in Gulfport, MS, is mourning the loss of one of its own. Liz Thornburg was in the station on Friday when a vehicle crashed into the building.
WLOX TV reported that the vehicle went through the intersection at around 80 miles per hour, running a red light and crashing into the building, killing Thornburg.
Liz Thornburg Photo Gorilla 95.3 Facebook
The station’s Facebook page posted:
“It is with deep sadness that we share the tragic loss of our dear friend and longtime teammate, Liz Thornburg.
Liz had been part of the Coast Radio Group family for over a decade, and if you’ve ever visited our office, chances are you were greeted by her with a smile!
We are devastated by this unimaginable loss. Liz was truly one of a kind, and her absence leaves a piece missing in our hearts and our halls. Please keep her family, friends, and our entire team in your thoughts and prayers as we navigate moving forward.
Thank you for your support, concern, and kindness during this incredibly difficult time.”
The building is home to 95.3 Gorilla, Coast 102 and Kicker 108.
Three passengers in the vehicle were taken to a local hospital.
Three passengers in the vehicle were taken to a local hospital.
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.
Edison Research has unveiled its rankings for the Top 10 Podcast Networks and the Top 50 Podcasts of 2025’s 2nd quarter. The Joe Rogan Experience and Spotify earned the top honors.
During the months of April, May, and June, the top five programs from the Top 50 Podcasts rankings were unchanged. The Joe Rogan Experience was number one, followed by Crime Junkie, The Daily, Call Her Daddy, and This Past Weekend with Theo Von.
Other notable finishes from the news/talk genre during the quarter include Pod Save America resting in 12th position, with The Tucker Carlson Show finishing 14th. The Megyn Kelly Show was 18th on the list, while Up First From NPR was 22nd.
The 20s were littered with news/talk shows, with Up First From NPR finishing 22nd, The MeidasTouch Podcast 24th, The Ben Shapiro Show 26th, and The Ramsey Show 29th. Additionally, Candace from Candace Owens was 48th, and The Charlie Kirk Show was 49th in the latest rankings.
Sports podcasts also saw notable rankings throughout the list. New Heights with Jason and Travis Kelce finished 10th, while Club Shay Shay from Shannon Sharpe was 15th. The Pat McAfee Show was in 39th place, while Pardon My Take ended the quarter at 41st.
In the top Podcast Networks in the U.S. rankings, Spotify took home the top spot. It was followed by SiriusXM Podcast Network, iHeartPodcasts, Wondery, and Audioboom in the top five. Spotify, SiriusXM, and iHeartPodcasts have held firm in the top three positions since the third quarter of 2024.
Positions six through 10 were held by The New York Times, Acast Creator Network, NPR, Audacy, and The Walt Disney Company, according to Edison Research. The New York Times rose two positions to finish the quarter sixth, while Acast similarly rose two positions, and The Walt Disney Company jumped back into the top 10 since being absent in the first quarter of 2025.
Edison Research measured the data by surveying more than 5,000 weekly podcast consumers aged 13 and older. The rankings are then compiled by measuring the total unduplicated reach of all the shows represented by a given program or network.
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.
NBC Sports has announced the addition of four new voices to its NBA broadcast team as it prepares to reenter the league’s media landscape in the upcoming 2025–26 season. Jordan Cornette, Ashley ShahAhmadi, and Zora Stephenson will serve as courtside reporters, while Grant Liffmann joins as an NBA Insider specializing in front office news.
The hires reflect NBC’s commitment to combining credible experience with on-air versatility as it builds a fresh approach to NBA storytelling across linear and streaming platforms.
“Our reporting roster is loaded with former captains and leaders who are lifelong hoopers and who understand the game from the inside out,” said Sam Flood, NBC Sports Executive Producer. “With Grant, we’ve got a voice fresh out of the front office. He can break down not just what’s happening, but why it’s happening when the news drops.”
Stephenson, who has been with NBC Sports since 2021, brings a multi-platform résumé to the courtside role. She has covered Big Ten football and basketball on Peacock, served as a play-by-play voice, and contributed to NBC’s Olympic coverage during both the Beijing Winter and Paris Summer Games. Before NBC, she worked as a sideline reporter for the Milwaukee Bucks, where she made history in 2021 as the first woman to call a Bucks game. A former basketball team captain at Elon University, Stephenson adds both on-court credibility and media polish.
Cornette continues his upward trajectory at NBC Sports after establishing himself as a reliable presence on Big Ten College Countdown. A former Notre Dame standout and team captain, Cornette still holds the school’s all-time record for blocks. His past work at ESPN included appearances on Get Up, First Take, and NFL Live. At NBC, he’s also taken on studio and field roles with GOLF Channel, showcasing his versatility.
ShahAhmadi joins NBC following stints with Bally Sports South and TNT Sports, where she contributed to NBA and college football coverage. She’s been a sideline reporter for the Charlotte Hornets and served in multiple roles across ESPN Radio and SEC Network. Her on-air presence and knowledge of the game have made her a rising star in sports media.
Liffmann brings a rare dual perspective as both a former team executive and media personality. He spent the past three seasons with the Atlanta Hawks’ front office, most recently as VP of Pro Personnel, overseeing scouting operations. Prior to that, he was a familiar face to Golden State Warriors fans, co-hosting Warriors Outsiders on NBC Sports Bay Area. At NBC, Liffmann will serve as an insider with a focus on front office strategy and league-wide transactions.
NBC and Peacock will debut their NBA coverage on Tuesday, Oct. 21. The network plans to air up to 100 regular season games, as well as playoff and All-Star Weekend coverage. Sunday Night Basketball will launch in 2026 following the NFL season.
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.
Last week, a gem of a clip gained traction across social media. An old video of Las Vegas Raiders Head Coach Pete Carroll circulated from when Carroll spoke to USC students in 2017. He was asked to compare and contrast his coaching style to other successful leaders, Bill Belichick, Phil Jackson, and Gregg Popovich. Carroll’s answer showed why he’s so well liked by those who have played for him.
I’ve been interested in coaching philosophy for decades. I’ve read tons of books on it, and am fascinated by how leaders think. All have different approaches to what they do, which shows that there’s no one-size fits all formula for winning. This applies to media too whether you’re in radio, TV, sales or advertising, or sports, news, or music.
I grew up a huge fan of Bill Parcells and Pat Riley. The way they led and motivated teams, and delivered results, made them hall of famers in their respective sports. They had systems they believed in, an idea of which players fit their teams, a feel for the game, and an intense style built on winning. Both achieved the ultimate goal: championships.
When you compete in professional sports, the stakes are high. Combine that with operating under the bright lights of New York, Los Angeles, Dallas, Miami, and New England, and the pressure to perform is intense. Riley and Parcells understood those demands and thrived under the microscope. Their in-your-face approach was right for their respective situations.
It’s no different in the media/entertainment business. Leading ESPN, Fox News, Z100, 98.5 The Sports Hub, Warner Music or Katz Media comes with immense pressure and expectations. The stakes are even higher if you’re running Facebook, OpenAI, Apple, Google or another major global brand. All expect to win and make a lot of money doing it.
Pete Carroll explained why inspiring, informing, and supporting his players worked better for him than leading with an iron fist. Carroll is 50 games over .500 as an NFL head coach, won and lost a Super Bowl, and has led teams to the NFL playoffs 11 times. In college, he’s 97-19 with 2 national titles. The personnel he has worked with have fit how he approaches the game, and together they’ve achieved plenty.
What I loved about Pete’s remarks is that it shows a parent-like approach with his players. His demeanor is warmer than how other coaches get their messages across, but the goal of winning remains the same. Pete is hoping that by showing he cares, and arming his players with knowledge, it’ll help them make the right decisions on the football field. Understanding how to navigate situations should allow the players to be more productive, and the team to win more games. This is no different than a parent preparing a child for what awaits later in life.
This clip of Pete Carroll talking different philosophies of leadership is incredible
But just because a leader delivers hugs over headaches doesn’t make them better or more effective. Carroll won less in New England and New York than Parcells. Riley and Parcells have won titles just like Carroll. Jon Gruden coached a championship out of Tony Dungy’s players in Tampa. Nick Saban, Chuck Daly, Larry Brown, Mike Ditka, Tom Coughlin, Bill Cowher, Bobby Knight and Urban Meyer reached the top too. All were known for being intense, and unafraid to call out their players.
A month or two ago, Dave Portnoy got into a screaming match with Kirk Minihane on a podcast. Many asked ‘how can Kirk work for a boss like Portnoy?’ They didn’t understand that Kirk is wired the same way. It’s why their relationship works. The company continues to thrive, and it’s because those involved understand who they work for, what the expectations are, and how they fit in. It may not be as warm and inviting as a Pete Carroll speech, but it gets results.
I myself am more direct than warm. I’m focused on the result, the process needed to achieve it, and how to get teams to the desired destination. Work is what most do to make a living, but for me, it’s different, I own the company. My pressures are higher because I have to foot the bill. If I screw up or staffers don’t deliver results, jobs get cut. That responsibility falls on my shoulders, and it’s something my team won’t experience the same way.
Would it be more fun for me and others running businesses if we could bust chops, and pat someone on the head rather than chewing them out when something gets messed up? Yes. But adults have to understand that work is less about your feelings, and more about productivity. Whether it’s the world of sports, music, media or something else, we’re together in this line of work to achieve a goal and earn a living doing it. The rest is more sizzle than steak. More of the personal, fun stuff is reserved for family and friends.
Whether it’s a media company CEO, radio station programmer, NFL team owner, advertising agency executive or a landlord renting space to a business owner, all expect results. If you can win the Pete Carroll way, excellent. It appears to be more fun. But whether it’s warm and fuzzy, or harsh and direct, as long as you deliver results, the check will still clear, and the bosses, advertisers, and audience will have little desire to change direction. That provides security, which matters more than headaches, hugs, and uplifting speeches, even if Pete Carroll’s is fantastic.
MSBC This Week
I’m headed to Austin, Texas this week for Radio MSBC 37. This is my first time attending the event. Jeff Lynn spoke with conference host Don Anthony for a cool piece today on the site. Check it out when time allows. If you’re attending the show, email me Jason@BarrettMedia.com and let’s be sure to say hello.
Jeff told me a few weeks ago that some folks were surprised that I was going to the event. That initially caught me off guard but then I saw it as an opportunity to educate.
First, as a publisher, I care about the radio industry. I want the business to do well. The more I know and the more relationships I have, the easier it is to tell stories. We just moved into music radio last July and many across all formats have talked to our writers for stories. If I can learn a few things, see a few familiar faces, meet a few new people, thank those who’ve read us, and pick a few brains to make our content better, that’s time well spent.
Secondly, it’d be hypocritical of me to ask the industry to support our Summits but not do the same. I know most trade sites don’t work that way, but I see little value in being territorial. There’s plenty to go around for everyone. I’d rather build others up rather than tear them down though the latter is unavoidable sometimes.
Stephanie Eads and I have attended CRS, NAB, Podcast Movement, the Radio Hall of Fame, Talkers, ESPN Edge, Radio Ink events, Upfronts, and many other industry shows. We’re happy to head to Texas to support Don and MSBC. The industry is better served with folks supporting each other.
Barrett Media Expands Social Media Reach
On Friday, we started promoting content across 9 social media platforms. Facebook, X, LinkedIn and YouTube were the four platforms we were already active on, but we’ve since added a presence on TikTok, Instagram, Threads, Bluesky, and Rumble. If you’re active on a platform where we’ve not bee before, give us a follow.
As I shared in last week’s column, we’re increasing our visual content and reducing link promotional posts across social channels. Articles remain vital to our brand strategy but they’ll be featured on the website, in our newsletters, and across search and Newsbreak. If platforms are going to show link posts to less than 5% of the audience, there’s little upside in using that approach.
Dylan Barrett introduced a new Barrett Media Minute video (voiced by Garrett Searight) and posted it across all channels on Friday. We also rolled out videos for our Newsletters, Member Directory, and Jobs Listings. We’ve produced over 100 hours of video content since launching conferences in 2019, and so many of these events have featured the sharpest, most successful people in the business. Featuring their remarks on different industry issues is a top priority. If you’re following our channels, you started to see some of those clips this past weekend.
BNM Summit
The winners of the Gold Standard in Leadership, Gold Standard in Programming, and Gold Standard in Business will be announced over the next two weeks. A 4th award, the News Media Lifetime Achievement Award will be announced later this month. The show takes place September 3-4, 2025 in New York City at The Ailey Theater. All attending receive a free pass to The Barrett Bash on Thursday night September 4th. Details for the conference can be found on BNMSummit.com.
I’d like to send a message to my news/talk radio and news television friends. This will be our third year running the BNM Summit. Support from speakers and sponsors is excellent, but too many behind the scenes professionals, talent, PDs, GMs, agents, and advertising/sales people have yet to attend a show. Meeting the stars of your format, top decision makers, advertising leaders, and learning how others operate and grow their business should matter to everyone involved with a news media outlet.
Events like these are shrinking not expanding. We host this Summit to unite people, and help folks learn, celebrate, and form/extend relationships. Attendance in Nashville and Washington DC was good, and with a large number of companies, brands, and agencies in New York City, support should be higher this year. Tickets and hotel rooms are still available HERE.
We reduced the day 2 agenda to make the trip more manageable. We’ve lined up speakers who are among the best in the business and have more still to reveal. If you work in news/talk radio or news television, this event should be atop your priority list. A family emergency/trip or important life event aside, there’s no reason to not be present.
After the Summit and the Bash are done, we’ll examine how to make 2026 bigger and better. Our agenda, speakers, and sponsor support is strong, but I’d love to see more news media people in the room taking advantage of the opportunity to learn and network. Education and relationship building is essential to your future. If you’re not coming to New York because of budget or having too much work to do, you’re making a mistake.
Quick Hits
The ESPN–NFL deal requires approval from the Federal Communications Commission and the Justice Department’s antitrust division. FOS reported on Saturday that there’s growing concern of President Trump delaying or blocking the agreement. I’m curious how CBS, NBC, FOX, Amazon and Netflix feel about this, and how it’ll affect future rights negotiations with those networks. What I’m not worried about is ESPN screwing up RedZone. They know the value of top-tier programming and won’t mess with the format. Whether Scott Hanson hosts it long-term and how much it costs fans in the future are different conversations.
I was in Florida last week for a business trip, and had two-hours in the car on Monday and Thursday to do some radio sampling. Both times I landed on Orlando’s Rock Station, 101.1 WJRR. The promos and production were crisp, Klinger’s energy on Monday night was contagious, and the mix of current and classic tunes made it easy to not want to change the dial. Nice job by Rick Everett and his team.
Kudos to the WWE. SummerSlam was excellent, but WWE Unreal on Netflix was a smashing success. The social traction was through the roof and the show itself was outstanding. A report from PWInsider said that the show has been picked up for a second season. As I watched clips of Paul Levesque and Michael Cole on WFAN last week I couldn’t help but think of how much wrestling has grown in earning mainstream media attention. Sports media used to shun WWE guests, not anymore.
Fox News has been running an excellent series on artificial intelligence. Bret Baier recently examined how the technology is impacting movies, artists, and more. Click here to check it out.
Newsmax is on a roll. Q1 ratings for the brand were up 50% year-over-year, and the channel is now offered in 60 million homes. That’s remarkable growth for an outlet that went public earlier this year.
Barrett Media Sports Editor John Mamola appeared last week on Fearless with Jason Whitlock to discuss Shannon Sharpe‘s future. Jump to hour two by clicking here to check it out.
Congrats to Rowdy Yates on being selected to the Country Radio Hall of Fame. Well deserved.
I discovered Sam Donald, a guitar player and singer from Mississippi on TikTok this weekend. His cover of System of a Down’s Aerials is excellent. Check it out if you haven’t heard it before. Very well done.
WRIF Detroit radio host Anne Erickson has a song out titled Pray. Show your support by giving it a listen.
Morgan Wallen is known as a country music hit maker but he also knows how to entertain. His concert entrances in San Francisco this weekend included Barry Bonds and Steve Young on night #1, and George Kittle and Trent Williams on night #2. That’s how you fire up a crowd before playing your first song.
Barry Bonds AND Steve Young walked out with Morgan Wallen during tonight’s show at Levi’s 🤩 pic.twitter.com/jx1iv145UU
— NBC Sports Bay Area & CA (@NBCSAuthentic) August 2, 2025
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.
Let’s just say what everyone inside the media industry has known for a while now: CNN isn’t really a primetime destination anymore.
The cable news landscape has changed drastically over the past two decades, and while other networks have leaned into ideological programming that gives viewers what they want to hear, CNN has had a tougher time defining what it is as the sun goes down.
But where CNN still separates itself — and where it still matters — is when the world flips upside down.
When major news breaks, CNN becomes the North Star. It’s the first stop for millions of Americans when the story is too big to ignore. Whether it’s natural disasters, political scandals, or a global crisis, viewers instinctively turn to CNN because that’s what they were conditioned to do, and for good reason: the network still knows — and has always known — how to rise to the occasion when the stakes are at their highest.
While Fox News and MSNBC have become comfortable leaning into personality-driven primetime programming, CNN has struggled to figure out if it should compete in that same arena. The numbers have been — for lack of a better term — not good.
But maybe it shouldn’t even attempt to enter that same space like its main competitors. Maybe it doesn’t need to. Maybe CNN’s value comes from being the cable news brand that resets the national conversation during chaos.
You don’t tune into CNN at 9 PM ET expecting a viral monologue that will fire up your political tribe. You tune in when something important is happening. The network has invested decades building a reputation as the channel that owns the moment when real, consequential news takes center stage — and even with today’s fragmented media landscape, that brand equity still means something.
Think about the last time a major event unfolded: the plane crash in Washington D.C., the bombing of Iran, a mass shooting in downtown New York City, or even a high-profile court verdict like Karen Read or Diddy. When the headlines started flying, there was CNN, wall-to-wall, commercial-free at times, providing live images and voices on the ground.
That proof is in the pudding. Earlier this year when Israel was on the brink of war with Iran, and the U.S. bombed Iran, CNN’s ratings skyrocketed. Why? Because when news breaks, the average television viewer knows that CNN will have live, late-breaking coverage, followed by expert opinion and analysis.
When there aren’t similar breaking news stories? The network becomes an also-ran. So while it may not win the ratings race every Tuesday night, they’re still the network America turns to when the news matters most.
In many ways, that’s a more valuable lane to own than being just another primetime opinion factory. There’s no shortage of commentary available online or across cable. But there are far fewer media brands left that can credibly and confidently say, “We’re going to take you inside the biggest stories in real time.” CNN can say that. And more importantly, viewers still believe it.
What gets lost in a lot of criticism is the reality that not every network needs to serve the same purpose. Not everyone has to play the same game to stay relevant. CNN isn’t going to out-Fox Fox News or out-liberal MSNBC. And trying to do either is a recipe for brand confusion. But what CNN can do is beat both when the world demands information, not affirmation.
That doesn’t mean primetime isn’t important. Of course it is. But for CNN, primetime isn’t where the real work gets done. It’s where the network tries to stay in the conversation until the next big thing happens. The real heartbeat of CNN comes to life in the moments of uncertainty, the minutes after a story breaks, when anchors are scrambling, correspondents are being patched in, and the control room is in overdrive.
That’s when CNN feels alive. That’s when it delivers on the promise it made to viewers decades ago: to be the go-to source when news is breaking and facts are fluid. You might not have tuned in the day before or the day after, but in that moment, CNN mattered.
And let’s be honest: viewers remember those moments. The average cable viewer may not be loyal to CNN every night, but when they think back to the biggest stories of the past few years, chances are they watched at least part of the coverage on CNN. That stickiness, that emotional association with critical news moments, is hard to replicate. You don’t build that in a six-month marketing campaign. You build that with decades of execution.
There’s always pressure inside media companies to chase the shiny object. To reinvent. To do what the other guy is doing because it’s working right now. But CNN doesn’t need to become something it’s not. It needs to own what it is: the brand people trust when they absolutely need to know what’s going on.
If anything, CNN’s challenge isn’t figuring out what it wants to be. It’s figuring out how to monetize and expand upon what it already is. Breaking news coverage doesn’t always attract the most consistent ad revenue or deliver massive viewership night after night, but it does keep CNN culturally relevant. And that relevance is a currency in today’s oversaturated media environment.
While the ratings scoreboard isn’t exactly rosy, CNN remains deeply influential. Newsrooms, governments, and everyday citizens still react to its coverage when the big stuff happens. No one is rushing to see what a primetime CNN panel thinks about a meme, but when an earthquake hits or an indictment drops, you’ll find them glued to the screen.
CNN’s identity may not be glamorous in an era dominated by partisan punditry and viral clips, but it’s real, it’s earned, and it still works when it counts. The sooner we stop expecting CNN to compete with opinion shows and start appreciating it for what it truly is — a breaking news destination — the better off the cable news ecosystem will be.
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.
Over the years, a lot of my clients have gone with me on a journey as we sit in a conference room and try to create a profile of their station’s ideal listener. The exercise blends information like demographics from Nielsen with conjecture, such as trying to decide where in town this person is most likely to work.
Credit Where It’s Due: Peter Thiele’s Prompt
Then, a couple of weeks ago, I was forwarded a profile of one of my client stations that was created using ChatGPT and a highly detailed prompt that asked about the likely listening audience. Credit where it’s due. This idea came from Peter Thiele, who is not only a Program Director for Zimmer Communications but also writes a column for Barrett Media.
It got me wondering if my exercise was obsolete and what AI thinks of Classic Rock, Classic Hits, and Adult Hits listeners. So, I fired up ChatGPT and started asking questions. I’m not sure my skill at crafting prompts is as good as Peter’s, but here are some notes about each format’s listeners according to AI.
Asking AI: Who Listens to What?
First, I asked for profiles on who listens to each format. Weeding out the most obvious notes my query returned, here are some of the more interesting comparisons that ChatGPT produced:
Age Cohort: Classic Rock is primarily Generation X (40-59) with some Millennials (30-44), while Classic Hits is mostly Boomers (45-65), and Adult Hits is Generation X and younger Boomers.
Household Income: Adult Hits wins by a hair with a median of $100-$120. While Classic Hits is at $90-$110, and Classic Rock is at $80 to $100K.
Biggest Concerns: Classic Rockers are worried about job security, rising costs and healthcare. While Classic Hits listeners are worrying about retirement and elder care. Adult Hits, skewing slightly younger, is more concerned with debt, childcare and saving for college.
Charitable Causes: Veterans are a big focus for Classic Rockers, along with animal shelters. Classic Hits fans tend to focus more on health-related causes and children’s issues. Education is a big focus for Adult Hits listeners, as well as mental health and the environment.
Surprising Listener Traits, According to AI
Next, I asked for some surprising facts about each listener:
Classic Rock: The thing that surprised ChatGPT most is how many younger people are discovering the music. “While the stereotype is aging male Boomers, a large and growing share of Classic Rock listeners are Gen Xers and Millennials—especially men in the 25–44 range.” Chat GPT also said that Classic Rock listeners are extremely loyal if you don’t change anything. “Classic Rock listeners are deeply loyal to their station, but that loyalty is rooted in familiarity. Introducing too many newer artists (even those with a classic sound) or tweaking the playlist too aggressively can spark backlash.”
Classic Hits: It might surprise you to learn that Classic Hits listeners have some of the highest TSL because they can “count on comfort and nostalgia with a low risk of something that will make them tune out.” It was also surprising to see that these listeners value the hosts having “a strong emotional attachment to local personalities.” They appreciate storytelling, trivia, and community involvement.
Adult Hits: When it came to Adult Hits, ChatGPT said the unspoken thing aloud. Even though they come for the variety, the hidden secret about Adult Hits fans is that they want familiarity. “Research shows listeners aren’t looking for chaos, they’re drawn to a predictable kind of unpredictability. They like variety within a safe zone.”
Visualizing the Audience with AI Tools
Finally, I also asked an AI to create images of each listener. Based on the profile that was developed for each format:
I’m not sure an hour of prompting several different AIs about these three formats unearthed anything groundbreaking. However, it did help bring a few things into focus. Like what charities matter most and what concerns our listeners have.
It’s also a strong reminder that every station should have a profile of its ideal listener. Taking some time to use AI can help develop an even more detailed look at who is listening to your stations than ever before.
A Dare for Programmers and Sales Teams
My suggestion is to start by asking AI for detailed breakdowns on the person who listens to your station. Then see how it compares with the perceptions of the airstaff. And then, just for fun, I dare you to visit a sales meeting and see how the listener profile matches up with the sales staff’s perception.
Cmon, it’ll be fun.
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.
Major League Baseball’s concept of hosting a baseball game at a speedway was a swing and a miss. From the time of the announcement last August to the execution of the event, MLB took a step or two too far to bring Major League Baseball to a market that doesn’t house it.
What was billed as a once-in-a-lifetime experience was full of inexcusable moments, as one of the four major sports in the country had flaws all over in its execution. Extremely long lines, food shortages, odd choices for outside entertainment, and of course, rain postponing the Saturday night event to a Sunday.
If Major League Baseball was looking for a ‘Field of Dreams’ moment, the result was a nightmare.
When MLB announced the Speedway Classic, Commissioner Rob Manfred had high hopes for the challenge. He wanted to celebrate the game of baseball with a wide array of fans, both on and off the field throughout the weekend. The goal was to highlight the rich tradition of sports, music, and community in Tennessee and across the region.
Was Tennessee the Right Choice by MLB?
In fact, MLB has never played a game in the state of Tennessee. The town of Bristol, Tennessee doesn’t have much baseball history. The only sport the town caters to is NASCAR, hosting events since 1961. In fact, there are only four minor league affiliates in the state of Tennessee.
There is hardly a rich baseball history for MLB to dive into. So why did baseball step up to the plate in the first place?
Looking at MLB’s counterparts, there is a lesson to be learned here.
The NHL has held the Winter Classic annually since 2008. The annual event brings in massive ticket sales and high viewership as the event is presented as a throwback to “pond hockey” and how the game is played differently outdoors.
Instead of taking a home game away from the home team, they place the game in the same market as the home team. It captures the hometown feel and provides a celebration of the sport in NHL markets, providing a once-in-a-lifetime experience.
The NFL flexes its power by taking away home games from teams to go international. While it would be unfair to compare what football does to what baseball attempted, the NFL ensures that their international games are weeklong events. Teams spend the week taking in the town, attending events, and treating the game much like a Super Bowl-type contest.
Baseball Missed To Meet the Moment
Where MLB failed with the concept was in the idea. Baseball tried to insert influence into a market and state that doesn’t appeal to the sport. Ticket sales were good at over 85,000. Using the influence of the Cincinnati Reds (307 miles from Bristol) and Atlanta Braves (278 miles from Bristol) were the only options for a matchup.
Placing a baseball stadium into the infield of a speedway didn’t provide great sightlines. Most of the paying public were placed high above the field of play and separated by not only the track itself but also the protective fence towering over the lower end of the stands.
You should never need to use a pair of binoculars at a baseball game compared to their use during a NASCAR event.
For television purposes, there were no outfield stands for home runs and fly balls to capture the feel of what traditional baseball feels like.
There was pre-game entertainment from Tim McGraw and Pitbull. Why? Because nothing speaks to the culture of music in Tennessee like Tim McGraw and Mr. 305.
Social media was flooded with fans disgusted by food shortages and long lines. Thousands of pictures of hot dogs with no buns and nachos with no cheese.
Major league fail @MLB@Braves@Reds. The Bristol game was the MLB version of Fyre fest. Awful logistics, no food except except bunless hotdogs and cheeseless nachos, multiple shuttles to even get in the stadium & completely unprepared for rain. #filedofnightmares#speedwaytragicpic.twitter.com/bc6gkNPixp
Then there was FOX Sports having to cover time during an over three-hour rain delay. Interviews with NASCAR drivers in the broadcast booth. Ken Rosenthal hopping from dugout to dugout talking to players about the spectacle of a game that’s not being played. David Ortiz buying wet fans escaping the downpour drinks at the bar.
😅 @davidortiz was tired of sitting at the desk during this rain delay, so he decided to hang out with some fans at the bar 🍺 pic.twitter.com/Uj1N3YVFIG
A night wrapped up with the network not announcing that the game had been postponed, even when there were signs and graphics all over their presentation saying so.
The kicker of all of this is that this was just for one game. The Reds and Braves played a Friday afternoon game only to travel to Bristol late Friday night, only to play a single game on a Saturday night, then have Sunday off to travel to their next destination.
It’s a plain fact that baseball and FOX Sports were not prepared for everything that could happen when it did happen. Baseball organized this event for ticket sales and not influence. FOX Sports didn’t prepare enough for what happened.
Where was Commissioner Rob Manfred in all of this? Why wasn’t he front and center on a night that he is responsible for? Why did he allow officials to wait nearly three hours before postponing the game when the league planned for a Sunday makeup date when the game was announced?
The game was eventually played a day later.
Was This A Success?
Will Rob Manfred look past the number of tickets sold and judge the success by the experience of the event? Probably not. Baseball will find a way to spin this into a positive and lead off with the ticket sales for the event.
Baseball swung, missed, and will still consider this massive strikeout a home run. Or maybe stretching a single into a double at the very least.
In the end, however, the MLB Speedway Classic was a classic case of not meeting the moment for Major League Baseball and FOX Sports. Poor targeting, poor planning, and poor execution don’t lead to experiences that have a lasting impression on generations to come.
Hardly a ‘Field of Dreams’ moment.
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Dave Ramsey — and his nationally syndicated radio program, The Ramsey Show — have become synonymous with the talk radio space.
After launching the program more than three decades ago, Ramsey is continually viewed as one of the top radio hosts in America, focusing on finances and relationships rather than conservative politics or comedy to attract a widespread audience.
In spite of all of the success, it would be easy to think that Ramsey has just coasted on name recognition in recent years. That being the founder of a multi-million company, that includes a wildly successful radio show, and being a best-selling author means that something takes a back seat.
But the radio show remains as popular as ever. Oftentimes, the show is even more popular when he’s not on it, he noted with a chuckle, pointing out that ratings data proves listenership rises when he isn’t heard on the show any given day.
How has the radio show and the message of financial responsibility from Dave Ramsey persisted, though?
Because, since the show’s inception, the world has changed dramatically. Ramsey noted, however, that the behaviors that land people in a position where they need his help and guidance haven’t changed. The method in which they accrue those issues has.
He pointed specifically to the ease of use of platforms like Amazon or the ability to split purchases for even the most menial products up with the use of Klarna as ways those financial holes have been dug.
But those opportunities have also allowed Dave Ramsey to test his theories about behaviors, relationships, and money management. And he believes the proof is in the pudding.
“We’ve gotten what we would call more social proof,” said Ramsey. “We’ve had 10 million people go through Financial Peace University, tens of millions on YouTube, podcasts, and on talk radio every week, and tens of millions of books sold. So we’re no longer lacking in confidence about what we’re saying. The proof is there that what we’re teaching works.
“We really are not up for arguing about this anymore. In the old days, I felt like I had to persuade more. I was just a guy who had gone bankrupt and got on talk radio. So I had to use common sense. I had to use persuasive arguments. And now I’m just like, ‘Shut up and do it,'” he said with a chuckle. “It’s not arrogance, it’s confidence. Because we’ve just got so much data to prove that the things we’ve been teaching all these decades work.”
Another evolution for The Ramsey Show? Dave Ramsey believes the on-air delivery has significantly improved over the course of his career.
“When I started talk radio in 1994, I sounded like I had just come out of a double-wide in the Appalachians,” Ramsey said. “I mean, it was ‘WTN and we’re talking Nashville,'” he said with a mocking southern drawl. “It was like ‘Grand Ole Opry does financial talk.’ It was ridiculous. So I actually hired a broadcast coach to teach me to speak properly. Because, where I come from, we don’t finish our ‘ings’ — we’re gonna, we’re not going. We’re goin.’
“So I had to learn to speak, because I didn’t have enough credibility with that country pride to get on a station in California or Boston or something. They wouldn’t put me on because I sounded like an idiot. But I wasn’t an idiot. I was smart. My lingo was just horrible. I had to get better at my craft.”
That dedication to perfecting the craft hasn’t subsided for the Ramsey Solutions founder. In spite of being the second most-listened to talk radio show in America, with hundreds of affiliates, Dave Ramsey admitted there are always things he and his panel of Ramsey Experts heard on The Ramsey Show can work on.
“We talk about it frequently … We just have to be real careful to listen. To slow down and listen,” Ramsey admitted. “Because that’s been the secret sauce of this show from day one — was that human beings had a place to call and be heard, instead of just truncating it and going straight to the tactical financial answer. Because if you do that, you’re just answering your mother’s 401K questions all day long, and that’s boring as crud.”
The internet has changed everything for everyone in the media space. Some, however, have been quicker to adapt and adopt new distribution platforms. Few, if any, have adopted those new platforms as well as Ramsey Solutions.
On YouTube, The Ramsey Show Highlights channel is approaching four million subscribers. The Ramsey Show channel has just under 1 million subscribers on that platform. Individual shows like Smart Money Happy Hour (128,000), Front Row Seat with Ken Coleman (110,000), The Dr. John Delony Show (1.1 million), and channels for Rachel Cruze (508,000) and George Kamel (397,000) each have huge followings on the platform.
Additionally, Ramsey Personalities have a combined 5.1 million followers on TikTok, with Ramsey Solutions seeing millions more between Instagram, Facebook, and X, among other social media apps.
Now, Dave Ramsey says — to his core — he’s a talk radio person. He loves the medium and always will. But knows that he has to be available wherever the potential audience is.
“We never said, ‘We are talk radio people.’ We said, ‘We’re people who help others with their money and their lives.’ Where we do that doesn’t matter — whether it’s in a book, on a stage, on a cassette tape, a VHS tape, a DVD, or an MP3,” said Ramsey.
“In the last two or three years, we’ve fully recognized inside the company that if you’re under 32 or 33 years old, you really don’t distinguish between Instagram Reels, a podcast, YouTube, or even talk radio — if you even know where it is. It’s all broadcast to that generation. To my generation, social media is over here to the right. YouTube was cats chasing lasers. But I’m a Boomer, so I’m old. Then you had the ‘real’ broadcast over here, which was television and radio.
“But in today’s world, the news source for a 26-year-old is not any kind of old form broadcast at all,” he continued. “They would no more turn on Fox News on Hulu than fly to the moon. If they’re going to get a Fox News clip — or something that was said on Fox News — it’s going to end up floating through TikTok or an Instagram Reel. That is broadcast now. There’s no longer a meaningful distinction between the two. So we just treat the whole thing like it’s content production, because it is.”
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People who have gotten up at 3:15 am to prepare to crack the mic at 5:29 belong to a special club. Today’s battle for share of ear sometimes leaves morning shows wondering how to stay relevant.
If you’ve found yourself asking that question, Don Anthony has built a place for you. Anthony is the founder of Morning Show Bootcamp, an annual gathering of industry folks that is part reunion, part revival, and part reality check.
Morning Show Boot Camp kicks off Thursday at the Austin Marriott in Austin, TX.
I began my conversation with Anthony, asking him to describe the event for a first-time attendee or someone who had never attended before.
“I think each person’s impression could vary depending on what they’ve read, heard or seen on social media about our event, said Anthony. “Regardless, given some time to mingle with others, attend a few sessions and absorb the mood and camaraderie of the crowd, I have no doubt they’ll quickly sense a true feeling of community and commonality unlike anything they expected.
“Remember, most of those in attendance are people behind the mic. They’ve all experienced, firsthand, the ultimate power of radio. And now they’re elbow to elbow with hundreds of others who relate to that experience.”
“I’ve heard from numerous first timers on how nervous or intimidated they were with meeting so many top air-talent and programmers, but after a couple of days, they begin to realize they’re all part of the same team.
Created By Talent, For Talent
Morning Show Boot Camp is where talent runs the show.
“We have a very energetic, I call it younger, mostly below 40, really diverse crowd. A good mixture of young, old, men, women, newbies, legends, people who have been on the air for a long time.”
“You feel their energy the minute you walk in the room. The sessions are very engaging. The hallways are interesting. Every person takes away something different. But the one thing that people will be most excited about is the enthusiasm. There’s a real positive vibe.”
When Disaster Strikes
I commented to Anthony that I was happy to see that this year’s agenda included a session titled “Dealing with Disasters.”
“I felt remiss in not adding something given the tragedy that took place in Texas, and the fires in LA, the hurricanes in North Carolina. It’s not just about hearing stories, but also other angles.”
“One of the people we tried to get was trapped in a radio station for over a week during Hurricane Helene. That story got international coverage. When he got back to his home, there was a lot of damage. It was the Broadcasters Foundation of America that actually helped.”
Anthony emphasizes that while radio is a vital link to the public during emergencies, the people behind the mic often carry deep emotional and logistical burdens.
“Many have to get in the car, get to the station, be on the air, and sometimes spend the night there. Radio becomes a real lifeline, and those people are right in the thick of it.”
Focusing on the Future: Self-Reliance and Innovation
MSBC focused on what’s next. The theme running through this year’s program is self-reliance.
“Talent has to start thinking more like a franchise. Being more in charge of their own destiny. Doing things that lend well to today and their future.”
That means creating new revenue streams, such as voiceover work, merchandise sales, speaking engagements, and even writing books. It also means embracing technology from video to podcasting to AI.
Specifically speaking to AI, Anthony said, “Since three years ago, when we first started talking about it, people were fearful. Now, most are using it in some way. It’s about using it more effectively to make your content better.”
Surprise Standouts and Emotional Moments
Knowing that it was likely an impossible question, I asked Anthony if he could pick out one or two standout moments over the 36 years.
“My experience has always been that sometimes the session you didn’t expect to get the most attention was the one that got the most comments.”
One such moment occurred three years ago, when MSBC hosted a panel on “Managing Your Mental Well-Being.”
“People got on the stage and told personal stories. I saw people coming out of the room with tears in their eyes. The stories were so compelling and so raw. It just took the breath out of a lot of people.”
Another memory involves longtime attendee and radio legend, the late Bob Rivers.
“Two years ago, he was on stage doing a shtick, funny and engaging. Last year, he was walking around like everything was normal. And then only a few months later, to hear of his passing, that definitely affected me.”
Face to Face Still Matters
COVID changed everything. But if the pandemic taught Anthony anything, it’s that radio people need each other.
“We only did one virtual event during COVID,” he says. “It became crystal clear to me: our group likes being together. They want to see face-to-face. They want to interact.”
Like any radio convention, the networking and late-night conversations are some of the most loved times.
“We always tell people the biggest event at our camp is around the bars at night. Not because of drinking, but because of the conversations. They usually chase our groups out of the bars, because they’ll spend hours just talking shop.”
Why You Should Go
Anthony makes a promise.
“If you haven’t been to Boot Camp before, and you’ve heard a lot about it, I would say without a doubt it will not fail to live up to what you’ve heard.”
“It’s something created by talent. It’s something they’ve put together. And it’s something that still has a lot to offer in today’s radio world.”
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For years, I advised talk radio hosts to keep up with popular culture, particularly youth culture, and avoid the tendency to dismiss today’s music, TV, and movies, for example, as somehow lesser than the stuff we absorbed when we were that age.
I told you that we don’t have to like the top 40 of today, or what’s on TV, or the latest comic book franchise movie, but just to be aware of what’s what and who’s who and not reflexively trash it. That advice still stands. You don’t want to come off as Abe Simpson yelling at clouds.
I, on the other hand, am not on the air at the moment. I still try to stay attuned to youth culture. However, despite having a lot more time to do so these days, I’m finding it harder and harder to do that.
The culture has atomized. One person’s obsession is another’s “who’s that?” even when they’re the same age or from the same background. It changes from person to person and place to place – where I live, Bad Bunny might be the most popular celebrity of all, while a few miles north of here, it’s probably Morgan Wallen or someone like him. (We’re south, but not The South, if you catch my drift; we’re New York, Boston, and Philadelphia expats here, but go north past, say, Port St. Lucie and it’s Alabama.)
The slow-motion demise of linear television means that nobody is watching the same shows at the same time. We are not united in anything.
So you scroll through your socials, and anything apolitical ends up obfuscating everything. What’s hot? Who are these people being treated as household names when they’re not known to your household at all?
Are we still treating Vanderpump-related things as the center of all popular culture? Or Love Island? Are people really all that upset by Sabrina Carpenter, or is she an obsession of just the terminally online? Who the hell is Glen Powell? Can you name one Doja Cat song? Or has culture finally and completely outrun you? If a caller, or a friend, or any random person refers to a trending cultural topic, can you be expected to “get it” regardless of whether you’ve heard of it?
If you’re a radio host, you still need to try. It’s hard, I know, but you have some tools at your disposal. Spotify charts, gossip sites, trending lists, whatever works for you. Got kids? Find out what they’re into. But don’t get too into it. You don’t want to be the creepy old guy amidst 60,000 teens at a concert. Knowing who’s who and what’s what in the culture doesn’t mean that you shouldn’t act your age.
An adult guy wearing a Chappell Roan t-shirt is going to raise suspicions when he’s pushing close to Social Security eligibility, even if “Pink Pony Club” is his favorite song ever. It is totally acceptable to look at the Coachella lineup every year and admit that you have no idea who any of those acts are. It happens to the best of us. You are your parents.
Just don’t get on the air with that “kids these days” attitude, and don’t go near the “the kids are really into Classic Rock” thing. They’re not really all that into it, or the movies you grew up with, or the celebrities you remember. (Ask anyone under 40 years old who Bob Hope was.)
Between the inexorable march of time and the move from a monoculture when everyone watched the same shows and listened to AM-style top 40 to one where everyone consumes different entertainment and gets different news, you can’t expect to know everything. But you have to try, because it’s better for your show when you speak the language of your audience. It’s just that there are a lot of languages to learn, and no Duolingo or Babbel to help you learn them.
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