Podcast Summary: "Josh Pate Shares the New Blueprint for Media Success"

Right About Now with Ryan Alford
Episode Title: Josh Pate Shares the New Blueprint for Media Success
Release Date: November 26, 2024
Host: Ryan Alford
Guest: Josh Pate, Host of the Josh Pate Show and CBS Analyst for College Football
Network: Radcast Network

Introduction

In this enlightening episode of Right About Now with Ryan Alford, Ryan sits down with Josh Pate, a prominent figure in the realm of college football media. Josh shares his journey, insights, and strategies that have propelled his media presence to new heights. The conversation delves deep into the evolution of new media, the importance of authentic audience engagement, effective monetization techniques, and the future landscape of college football broadcasting.

Josh Pate's Journey in Media

Early Career and Breakthrough

Josh Pate's foray into media began unexpectedly. Coming from a non-media background, Josh recounts his serendipitous entry into radio:

"[...] the only way to make 8am Become 5pm Is your lunch break and then what you listening to. And so I'm just listening to sports talk all day and I remember my buddies would get just pissed off because everyone wasn't praising Georgia or praising Auburn. And I'd listen to it and I may not like what a guy said, but I would appreciate the information."
— Josh Pate [04:11]

His dedication led him to approach a radio program director, resulting in an impromptu on-air opportunity that kickstarted his broadcasting career. This unplanned entry exemplifies the unpredictable nature of media careers but underscores Josh's passion and adaptability.

The Rise of New Media and Its Impact

Evolution from Traditional to Digital Platforms

Josh emphasizes the transformative power of new media, particularly platforms like YouTube and Facebook Live:

"[...] YouTube shortly thereafter introduces live capability on their platform. So to me, I've been sitting here thinking the whole time, the whole key to this game, as you know, is overhead and distribution."
— Josh Pate [06:02]

He discusses how the democratization of content distribution has leveled the playing field, allowing individuals to reach nationwide audiences without the need for traditional syndication deals or large studios.

Monetization Strategies and Direct Sponsorships

Building Authentic Partnerships

A significant portion of the discussion centers around Josh's approach to monetizing his content through direct sponsorships rather than relying solely on ad agencies. He recounts his first major sponsorship deal with Pepsi's distributor, Buffalo Rock:

"But that was my first interaction with ad sales for the show. Well, what the lesson it taught me was I didn't have a third party go out and do that for me and I didn't have an agency bring him to me. That was a direct face to face partnership and I swear to you, that was one of the biggest blessings that ever happened."
— Josh Pate [15:15]

This direct approach has allowed him to forge strong, personalized relationships with sponsors like Academy Sports, FanDuel Sports, Quick Trip, and Xevia. Josh highlights the benefits of such partnerships:

"They just baked it into their ad spend, quick trip, comes on board. I tell them gas prices are insane right now. [...] we are not going to have many partners. But number three, it's going to make sense and I'm going to make sure I get something for you out of any partnership we have."
— Josh Pate [27:58]

Key Takeaways:

• Direct Engagement: Building relationships directly with sponsors fosters trust and ensures alignment in brand values.
• Selective Partnerships: Partnering with brands that resonate with the audience enhances authenticity and engagement.
• Value Addition: Offering tangible benefits, like giveaways, increases sponsor value beyond traditional ad reads.

Building Authentic Audience Relationships

Avoiding Common Pitfalls

Josh underscores the importance of prioritizing the audience over self-promotion. He warns against common mistakes such as becoming overly self-centered or diluting content to appeal to a broader audience:

"I am a total product of our audience and I am a total product of what they've allowed me to do. [...] People getting ignorant or self-absorbed enough to where they believe they're the big deal and therefore they're going to stack their show or they're going to produce their content around what they care about and the audience will just consume it because they're a bunch of clapping seals."
— Josh Pate [19:48]

Strategies for Authentic Engagement:

• Listen and Adapt: Continuously gather and act on audience feedback to tailor content that meets their needs.
• Maintain Integrity: Stay true to the core content focus, resisting the urge to over-expand into unrelated areas.
• Foster Loyalty: Create content that not only entertains but also adds value, ensuring repeat engagement.

The Importance of Niche Focus in Media

Thriving in Specialized Content

Josh passionately advocates for focusing on a niche to build a dedicated and engaged audience. He contrasts his approach with that of generalists in sports media:

"I'm good in college football. [...] If you try to apply that model to the NFL, it's so inauthentic and disingenuous and it would take, it would be so pennywise pound foolish to try and merge what we're doing here into other lanes."
— Josh Pate [23:13]

He argues that specialization allows for deeper engagement and a more profound connection with the audience, which broad-spectrum coverage often fails to achieve.

Challenges in College Football Media and Comparisons with NFL

Depth vs. Breadth in Coverage

Josh highlights the gaps in college football broadcasting compared to the NFL, pointing out areas where current media coverage falls short:

"Where's the person to add the context of, you know, these LSU folks, they're really disgruntled and they're unhappy. [...] where is the person who tells you, you know, when Brian Kelly got to LSU in his first year, what people don't realize is he removed a lot of the Louisiana flavor from the program."
— Josh Pate [37:13]

He suggests that college football broadcasts could benefit from integrating more in-depth analysis and context, similar to the comprehensive coverage seen in NFL broadcasts.

Proposed Enhancements:

• Recruiting Insights: Incorporate detailed coverage of recruiting to provide a more holistic view of team dynamics.
• Cultural Context: Offer deeper insights into team cultures, coaching philosophies, and player motivations to enrich the viewing experience.

Future Outlook for College Football and New Media

Anticipating Industry Shifts

Josh outlines his vision for the future of college football media, anticipating significant changes driven by new media dynamics:

"I think by the time this documentary concludes, we will have got to a place where revenue sharing is fully incorporated into college football. [...] self governance overtakes NCAA governance."
— Josh Pate [43:28]

He foresees a restructuring where conferences take on more autonomous roles in governance and revenue distribution, leading to greater stability and competitive balance.

Key Predictions:

• Revenue Sharing: Enhanced mechanisms to distribute revenue more equitably among conferences and schools.
• Self-Governance: Increased autonomy for individual conferences to manage their affairs without overarching NCAA interference.
• Cultural Shifts: Potential retirements or career changes among coaching staff as the landscape evolves.

Notable Quotes

• Josh Pate on Branding:
  "You've got to be the brand. But then when you say that, you got to understand what you mean when you say that. A lot of people say that and it's just the most douchebag, like, conceited thing imaginable and like bragging about yourself as you're the brand. That is not the case at all."
  — Josh Pate [00:37]

• Ryan Alford on Authentic Partnerships:
  "I can't stress enough for anybody hearing that that the most lucrative deals are the most personal deals and the most like you."
  — Ryan Alford [19:48]

• Josh Pate on Audience-Centric Content:
  "If you triple Venn diagram that, what you need to be focused on identifying is where is the overlap of me and the audience where the other guy doesn't overlap. In other words, what is not being served to the audience that they're asking for, that I have the capability to provide. That's your sweet spot."
  — Josh Pate [27:09]

Conclusion: Key Takeaways

Josh Pate's conversation with Ryan Alford offers valuable insights into navigating the modern media landscape. His emphasis on authentic relationships, niche specialization, and audience-centric content serves as a blueprint for aspiring media professionals. Additionally, his forward-thinking perspectives on the future of college football media highlight the ongoing evolution driven by new media platforms.

Final Thoughts:

• Authenticity is Paramount: Building genuine connections with both sponsors and audiences leads to sustainable success.
• Specialize to Thrive: Focusing on a specific niche allows for deeper engagement and differentiation in a saturated market.
• Adapt to Evolve: Embracing new media trends and technologies is essential for staying relevant and competitive.

For those interested in delving deeper into Josh Pate's strategies and insights, his show is available on YouTube and various podcast platforms under "Josh Pate's College Football Show."

Learn More:
Visit www.RyanIsRight.com for full audio and video versions of the show or to inquire about sponsorship opportunities. Follow Right About Now on Instagram at @rightaboutnowshow and @ryanalford.