It’s Soccer Time And The Living’s Easy
By
You have to approach a radio show like a business. That’s what it is. I can talk about things I like, but ultimately, if you stray too far from the audience’s wheelhouse you lose customers. It’s not selling out. It’s actually selling, period.
For instance, as I get older, I enjoy International soccer more. The top teams like Brazil, Italy, Argentina and the English Premier League are great watches. But my audience, comprised almost exclusively of NFL-centric fans, has virtually no interest. For two days last week, I ventured into Confederation Cup talk. The e-mail volume was strong, but the ‘please stop talking soccer’ reaction was similarly heavy.
So what to do? Every year I tweak my radio show. Most of the tweaks are subtle and go undetected by my audience.
Last year, I reduced my college football talk about 20 percent and added more NFL talk. Not surprisingly my audience increased. That’s not selling out. It’s selling, period.
This year, starting in January, after listening to several tapes, I slightly reduced the on-air confrontations with callers. The next month, we had a slight uptick in audience. It’s a business and I try to be aware of changing climates. I’ve also changed the way I tease stories from segment to segment.
So, back to soccer. Research at ESPN shows a growing appetite for soccer, especially in Miami, L.A., N.Y. and Atlanta (read diverse cities). Couple that with my recent interest and I’m looking for ways to introduce more Team USA soccer into my show. Yet, it’s a delicate balance. My guests have to be big and opinionated and the story lines have to be similarly captivating or polarizing.
This column is basically just a ‘heads up’ for those who are the loyalist of fans. If you hear more soccer, it’s not something I’m just picking to fill time. It’s been thought out, like everything else on the show.
Colin,
Your teasers are arguably the best part of your show. I can’t tell you how many times I planned to turn off the radio so I could get some work done only to be enticed into staying by one of your teasers.
I love the confrontation with callers. thanks for the heads up, I love getting an inside scoop on how your show operates. Any chance you’ll be talking a little more MMA - or at least UFC 100?
Colin - I look forward to more soccer talk, whether it is MLS, U.S. National Team and, as I have heard you call it, \"big boy\" soccer. There is always something to talk about, there are a lot of us soccer folks out here and by and large we are the right demographic, too!
Couldn’t agree more. The 25-39 male demographic is getting more and more interested in international soccer and I think it’s smart to give it a place on the show, especially when it’s not football season.
Being from Atlanta, you hit the nail right on the head. Young people love soccer, especially the English and Spanish leagues. I wasn’t much of a soccer fan until I went to college and to my surprise everyone was into soccer, and this was a college in rural Georgia. Now it’s my 4th favorite sport behind NFL, College Football, and the NBA. MLS won’t get ratings but EPL and La Liga would, good research, keep it up.
Colin great to hear you are getting into international soccer more. I enjoy it a lot, the MLS not so much. While I am probably a college football guy first I watch soccer as much as possible I just wish they showed more of the international soccer on TV from the English premiere league, to the Spanish and Italian leagues. But the MLS is unwatchable its like watching a minor league baseball game, not really interested in it. But I pull for our national team and follow it and look forward to more coverage from you on it. Keep up the good work and stay with the diversity. I’m currently on dialysis waiting for a kidney transplant and listen to your show during the week. Maybe you can give a shout out to people to be organ donors if you can. Its always good to spread the word. thanks, Matt 30/m Fort Myers, FL