What can programmers learn from an industry outsider-turned-successful radio host? In this week’s Programming To Win column, Bob Quick raves about actor/comedian Jay Mohr’s transition into Sports Talk radio and says that Mohr’s drive to be the best should inspire programmers and hosts to strive for greatness.
Bob Quick
By Bob Quick
From my very first PD job to today, I have always told air talent that their goal should be to have the best show on the radio regardless of format.
How do you get there?
Well, first become the best talent in your timeslot, in your format, in your city.
Once you achieve that, aspire to be the best talent in your format, in your city. Then the best talent on the radio in your city. Then the best talent in the media in your city…and so on.
Short term goals turn into long term goals.
I’ve never been more convinced of this when recently listening to Jay Mohr Sports on Fox Sports Radio.
Jay just signed a new three year contract with the national sports network and announced that they were moving him from the 12pm-3pm Eastern slot to afternoon drive (on the east coast anyway). An experiment with a TV & film star who also happens to be a stand-up comedian. That decision three years ago to put this outsider on a network filled with sports insiders has paid off for FSR.
I believe he is not only the best sports talk host on the radio but he has the best show on the radio in the entire country, in any format.
Now I know many of you are rolling your eyes at me. I can’t possibly have listened to very show on every station in every market…and you’re right. But being able to do that is more possible than ever with the abundance of internet streaming and podcasting.
So, I’ve listened to a lot of them. Maybe not more than you, but definitely more than the average listener.
Jay has said that he wants to be the best host on the radio, not just in sports talk radio…even if he jokes that he’s turned a “30-flim career into AM radio money.” Even someone relatively new to our industry gets it that radio talent aren’t the best paid, but are the hardest working entertainers in the business. Or they should be, that’s why he works his tail off and has such a lofty goal.
Irreverent, innovative and entertaining. Those three words describe Jay’s show on Fox.
He has ruined me to listen to other sports shows and even the talking heads on ESPN.
He says he’s a fan first. And that’s apparent when he interviews a guest. Always calling out any “corporate or standard questions” his producers may give him to ask and calling out the “corporate answers” of his guests when they say something generic. “Put your name on it” is the motto of the show.
An example of this was when he interviewed Jadeveon Clowney last spring before the NFL draft. Jay asked at what draft number Clowney walk out of the “waiting room” pissed that he hadn’t been picked yet. Clowney was about to give a standard “Well, I’ll just be happy I was picked” answer when he cut himself off and said one word.
“Three.”
That honest and insightful answer surprised Jay and made the entire crew from Jay Mohr Sports burst into a kind of shocked laughter.
I think it even surprised Jadeveon.
This is not your standard sports talk show or even a standard show for any radio format.
Jay, no stranger to radio interviews due to his traveling the country for his stand up appearances, understands that one “morning zoo” is the same as the next. He’s even mocked some of the fake shows he’s appeared on with his standard “wacky radio guy” impression he sometimes pulls out on his show.
If this radio outsider can pull off a fresh new show…why can’t we radio professionals do the same?
This new type of talent with fresh ideas and outlook will drive our business into the future by creating compelling, can’t miss content that can compete with all the competition out there. And it’s a national show. If you’re just betting on live and local to win, content like this will beat you.
Maybe we should re-focus our efforts…how about a compelling, listener focused, live and local show. That’s what I want for our industry.
Bob can help your talent be compelling and listener focused, call him for an honest and complete review of your talent and your station…706-358-9103.
