Right About Now – Legendary Business Advice

Episode: From Sports Network to Niche: Josh Pate on Thriving in the World of New Media

Host: Ryan Alford
Guest: Josh Pate, Host of The Josh Pate Show & CBS College Football Analyst
Date: December 30, 2025

Episode Overview

In this episode, Ryan Alford sits down with Josh Pate, host of the number one digital college football show and CBS analyst, to dissect the tectonic shifts in media distribution, brand-building, and content creation. This candid conversation reveals how a straight-shooting, niche-first approach not only disrupts legacy media but also builds resilient personal brands. Listeners get an inside look at Josh's journey from rural Georgia to digital stardom, the strategic use of new media tools, and the pivotal role of direct, personal audience relationships in today's business ecosystem.

Key Discussion Points & Insights

1. The Value of No-Spin, Authentic Content

• Josh Pate’s Content Philosophy
  • No affirmation, just information: Josh stresses making content with a logic-first, no-spin approach, respecting viewers' intelligence and independence ([00:34], [03:32]).
  • “I didn't need anyone to stroke my opinion. I just wanted information.” — Josh Pate [00:34]
  • “Do content the way you appreciated it being done. I don't think it's a radical concept, but not a lot of people practice it.” — Josh Pate [03:32]
• Audience Reception
  • Josh attributes his success to his trustworthy, impartial analysis—even when harsh on fan favorites:
    • “Sometimes your baby's ugly. Yeah. Boom, boom.” — Ryan Alford [04:25]
    • “You don't have to be a doctor to spot an ugly baby.” — Josh Pate [04:43]

2. Josh’s Unconventional Journey into Media

• Humble Beginnings & Finding Direction
  • Raised in rural Georgia, directionless after high school, and spent years in manual labor before break into radio ([05:02]).
  • “I would not be able to tell you what my talents were, what my passions were... I was just kind of a tweener kid.” — Josh Pate [05:02]
• First Break and Climbing the Media Ladder
  • Stubbornly pursued radio, eventually thrown on-air by chance during a co-host’s absence. This ignited his media career ([05:02]).
  • Early realization: If you can communicate well and deliver value, you don’t need legacy platforms.

3. The “Berlin Wall Moment” for Media Distribution

• Technological Shift: The Birth of New Media
  • Witnessing the launch of Facebook Live and YouTube’s live features was pivotal ([05:02]):
    • “That was a Berlin Wall moment.” — Josh Pate [05:02]
  • Lowered overhead and direct digital distribution meant anyone with talent and hustle could build a nationwide audience using just a phone.
• Legacy vs. New Media
  • Tools like YouTube erode barriers; you no longer need a big studio or syndication deals to reach a mass audience ([05:02]).
  • Josh: “If that's the way an election's going to work, I promise you it's the way any other form of content is going to work.” [09:57]

4. The Power of Niche Focus

• Staying Niche & Being Authentic
  • Josh observed pressure to expand into areas like the NFL but remains true to college football to retain authenticity ([15:04], [17:33]).
  • “It would be so inauthentic and disingenuous and it would be so pennywise pound foolish to try and merge what we’re doing here into other lanes.” — Josh Pate [17:33]
• Audience-First Mentality
  • Success comes from serving audience's specific needs, not chasing scale at the expense of brand integrity ([15:04]).

5. Owning the Relationship: Direct Sales & Sponsorships

• From Adsense to Direct Sponsorships
  • Early YouTube income through Adsense; breakthrough came with direct sponsorship deals started serendipitously (Pepsi/Mountain Dew via Buffalo Rock) ([11:47]).
  • “I didn’t have a third party do that for me...That was a direct face to face partnership.” — Josh Pate [11:47]
• Retaining Control & Flexibility
  • Emphasizes the importance of direct, personal relationships with sponsors. Sponsorships become portable and resilient ([11:47], [14:21]).
  • “If you could ever pull it off...that’s the brass ring on this new frontier.” — Josh Pate [11:47]
• Building an Empowered Brand
  • Personal brand and IP ownership are crucial. Authenticity and audience understanding beat any corporate approach ([11:47]).

6. Pitfalls to Avoid in New Media

• Arrogance & Losing Focus
  • Warns against the trap of believing you are “the brand” in a conceited sense ([15:04]).
  • “I am a total product of our audience and...what they've allowed me to do.” — Josh Pate [15:04]
• Changing What Works
  • Don’t add unnecessary complexity or change your winning formula for superficial reasons ([15:04]).

Notable Quotes & Memorable Moments

• “You don't have to be a doctor to spot an ugly baby.” — Josh Pate [04:43]
• “Do content the way you appreciated it being done...not a lot of people practice it.” — Josh Pate [03:32]
• “[Facebook Live] was a Berlin Wall moment.” — Josh Pate [05:02]
• “I realized...no matter how high in this industry I climb...that's exactly how I want my partnerships to be.” — Josh Pate [11:47]
• “I'm a total product of our audience...the reason they've allowed me to do it is...because you're serving them what they're asking for.” — Josh Pate [15:04]
• “It would be so inauthentic and disingenuous...to try and merge what we’re doing here into other lanes.” — Josh Pate [17:33]

Timestamps for Key Segments

| Time | Segment / Insight | |----------|------------------------------------------------------| | 00:34 | Authentic, information-first content philosophy | | 03:32 | The value of logic-based viewpoints | | 05:02 | Josh's background, entering media, and early lessons | | 09:57 | The digital revolution and the fall of old gatekeepers| | 11:47 | Monetizing through direct sponsorships | | 14:21 | The necessity of personal involvement in deals | | 15:04 | Brand ownership and the perils of arrogance | | 17:33 | Commitment to niche & authenticity over scale |

Closing Recommendations

Both Josh and Ryan underscore that the future belongs to independent creators who master direct audience engagement, retain intellectual property, and build strategic direct sponsorships. The era of needing gatekeepers is over; with authenticity, focus, and hustle, anyone can thrive in new media.

Where to Find Josh Pate:

• YouTube & Podcast: Josh Pate’s College Football Show
• Socials: Search “Josh Pate” for consistent handles

Learn More:

• Ryan Alford: ryanisright.com
• Podcast Highlights & More: Right About Now archives