Spent four productive Pre Super Bowl days logging lots of Fitbit steps in and around downtown Atlanta produced some great experiences, meetings and observations.
Here Ya Go…
The Value of Radio Row: A few years ago the death of radio, or the spoken word, as a viable piece of storytelling to a wide audience was all the rage. However today, with the integration of social media, hyper-targeting and the growth of mobile devices, audio storytelling has never been bigger. The massive space at the Atlanta Convention Center probably made life easier than last year at Mall of America, with about 220 accredited outlets finding their place as the week played out.
CBS Radio went back up this year with their setup, while FOX Sports had a massive stage (even though they were all audio, little video) to complement the ongoing, multichannel area that Sirius XM continues to maintain. While ESPN and NFL Network were not deeply ingrained in radio row (they were offsite at various locations), NBC Sports built out a larger presence than in recent years, giving most of the NFL’s partners great visibility, probably more than in at least four or five years.
Twitter And The Blue Box: Twitter stepped up from last year’s initial test, dropping their big blue box in the middle of Radio with shareable shots that they shared throughout the week. They also partnered with Uninterrupted on Thursday for a live show that drew even more attention to the space. The impression you can make for something new and different, and the connection to and through Twitter Sports, was invaluable, time efficient and more than welcomed for all that went by.
Who was there? Outlets again ranged from the traditional rights holders to internet startups to team-specific sites (the Redskins, Bills, Rams, Raiders and Jaguars all had their digital teams there gathering content from alumni and others).
The College Kids: Some of my best moments every year are when I see my “children,” or those we were once when we were starting out, find their way into the Radio Row mix. My alma mater, Fordham University’s WFUV Radio, has been a mainstay for several years. Two years ago the Asman and Budick show from Ithaca College worked their way to Houston, and the guys returned last year working a show for WGBB radio on Long Island, the first time that station ended up at Super Bowl. This year? Jake Asman is the host of SB Nation Radio, a tribute to his hustle and hard work.
Back was the trio from St. Bonaventure University in tiny Olean, New York. They have a weekly sports radio talk show, applied, presented a case and there they were, every day with names big and bold. The new addition, our friends at Syracuse, led by professor Dennis Denninger. Their professionalism and work ethic was impressive, and they should be another mainstay for the future.
It still shocks me that more college stations don’t take the plunge. Where was Georgia State or Georgia or Northwestern ?? These kids are all living breathing proof that the value of being professional, chasing an idea and then showing up pays off. Miami, South Florida, are you listening? You better find yourself to radio Row next year. Just ask Ithaca, Fordham, Syracuse and St. Bonaventure if it was worth it.
Turning The Tables For Value: The other interesting aspect of engagement is almost counterintuitive to what one would think. Athletes with a large social presence, or even the random media personality who is very engaged, can actually help boost the social presence of the interviewer. If you are a small station from Lubbock or Albany, and have a big deal coach or player come by, and share his or her photo with you on their social channels with the appropriate tag, the vale can resonate well beyond just the interview for the local folks. The opportunity for promotion now can go both ways with the ask.
Not Worth The Gamble…yet: Last year Draft Kings went the route of having their own setup on Radio Row to build brand, awareness and content. This year, like Bleacher Report, they chose to go offsite with their own self-controlled event an audience. While BR had a small Radio Row presence, the gambling/gaming sites did not take up space this year, nor did some of the bigger gambling first platforms like VSIN, Legal Sports report, or even Action Network (although both Darren Rovell and Chad Millman made the media rounds for a day or two). There were some whispers the NFL might not yet credential gambling-first sites as news, but the bet is that will change as more states add legalized gambling and the leagues position becomes more and more focused. Will every site looking for content and visibility make it to Miami next year? Nope, but it’s safe to say some of the bigger players, with bigger audiences, will make an appearance in 2020.
Player Health and Wellness: There was a time not too long ago when Randy Grimes was one of the few former players taking up the time on Radio Row to talk long term player health and wellness. Now days are filled with former players talking about everything from NARCAN to Mental Health to Cannabis addiction, not just for the players issues themselves bit for the general public as well. Overall healthy lifestyle, which includes having healthy mind as well as healthy body, is going to become a mega platform as we head through 2019 into 2020, and rest assured Radio Row next year will have its share of pharma companies with bold face names in toe talking about an issue that will not be going away any time soon.
If It Ain’t Catered It Ain’t Journalism: The Media Center can be a grind for thousands of talent and producers that frankly rarely see the light of day, filling hours of time with content. Many welcome the break from being on-air or recording with a quick snap or a conversation off air about other goings-on in the world. A meal for many on Radio Row is usually floors or blocks away at any given time. Last year, the Super Bowl Host Committee dropped Radio Row into a food court of all places.
This year, the food delivered to tables included everything from early morning Angus Beef Platters to Pizza Hut to Hormel Chili to boxes of M and M’s. A good amount of local brands, even Tequila, found their way into the uber helpful press room dining area as well, although for 2020 the suggestion of a wine vendor to hit the tables for Happy Hour was suggested (there was one for a short period during the Super Bowl in the Bay Area).
Doing some drop-offs with talent and producers is a great way in, especially after days of seeing the same faces.
However the beauty of success on Radio Row remains in literally walking the floor with the right talent and bustling face to face relationships that should extend way beyond the Super Bowl.
While it can be difficult to navigate later in the week, Radio Row for the right markets, the right talent, and the right genre remains a huge opportunity for brands, especially early in the week. Booking current and former players to hawk products is low hanging fruit, but the ultra-creative can also score big, especially in the Monday-Wednesday window when stations are looking for both live and taped content to fill hours of talk. Also if you have talent that can be authentic and talk the game as well as the product, it can reap big benefits. This year there seemed to be more boxers…Danny Jacobs, Evander Holyfield than celebrities and almost every football player who was interested in getting involved could find a home mixed with fitness experts and various masters of brands from every walk of life, all dropping by for some national audio shows, taping a podcast or two and filling time with some fan interaction and photo sharing.
It won’t work every time; there is a great deal of selling even early on in the week, you can’t push too much or overtly hawk a product that is a huge disconnect, and you need a face or a voice that is both authentic and recognizable in just a few seconds, and you have to make sure all the social pieces are in place and the follow-up after the show has to be solid; but for the right talent and the right amount of time, radio row is as big a hit today as it has ever been.
You just have to learn and listen.
