Scott Masteller Has a Gift for Spotting Talent Early
According to Masteller, everybody has their style, and he doesn’t try to change their core talent.
Scott Masteller has seen tons of talent, format flips, and changes during his more than 40 years of experience in radio as an on-air talent, program director, and executive.
He’s currently the program director for WBAL NewsRadio in Baltimore, Maryland. Additional duties include oversight of the production of the Baltimore Ravens Football on WBAL and 98 Rock Radio. He also started the ESPN affiliate in Dallas, Texas.
“After my time at ESPN, coming to Baltimore was the perfect transition for me,” Masteller said.
From the first moment he arrived, Masteller said people were welcoming; he was impressed with the history and legacy of the station, something he’d followed since he began in radio.
“When I decided to come here, I knew WBAL checked a lot of boxes.”
He always wanted to be in broadcasting.
“I started by playing a lot of bad disco records on an AM radio station, “ Masteller said.
Now that surprised me. Not only because he liked Michael Jackson, but I wasn’t aware there were any ‘good’ disco records.
After he left ESPN, Masteller said he had plenty of opportunities to stay in sports, but WBAL was such an iconic brand. The station is news, talk, and sports, but he said he was a little apprehensive about the news and talk part. The sports part he had down.
“In the end, I really wanted something different. After I took the job, they told me, ‘By the way, you’re in charge of Orioles coverage. Hearst is fully committed to what we’re doing here, as they are with all their properties.”
At WBAL, the station delivers award-winning newscasts and local talk shows all day and continues focusing on the weekend.
“I’m as busy with this job as I ever had been at ESPN and other places. We’re reacting to breaking news.”
Masteller said he started in a small town.
“I wanted to be an on-air announcer, and I began in Williamsport, Pennsylvania. I was there for 14 years doing remotes, afternoons, and music. I was also a wedding disc jockey.”
So that’s where the lousy disco comes from.
“All of a sudden, I was doing sports,” Masteller explained. “I was a roving reporter for the Little League World Series. I got to interview Jim Palmer, and he was one of the nicest guys. I started to learn that stuff, eventually did some play-by-play.”
As in many small markets, his station ran out of money and shut down.
“It was a turning point in my career,” Masteller said.”I was excited about baseball and wanted to be an announcer. I sent tapes to every minor league team. One guy called and said he had an opening in Wichita, Kansas.”
Travel-wise that appears to be both a blessing and a bit of a curse.
“I took the job over the phone,” Masteller explained. “I still have the letter from the GM. It was for almost no money, but it was the best experience I’d had, and it lasted for three summers.”
He broadcast for the Wichita Wranglers, the AA affiliate of the San Diego Padres, and traveled with the team on late-night bus rides and flights to Texas.
In 2001, he was named PD at KESN, the ESPN station in Dallas. When he got to Dallas, Masteller started working behind the scenes, coaching talent, developing talent, and planning.
“I remember I went for my first interview in Dallas. ESPN had not signed on yet. Just those four letters had that kind of branding. We went in thinking, ‘We’re going up against KTCK, The Ticket,’ one of the greatest stations of all time. A legacy station. We stuck to our plan, localized our product, generated revenue and ratings.”
Masteller put together a strong team at the startup, KESN, including Randy Galloway from the Star-Telegram and The Dallas Morning News on Galloway and Company.
“I’ve seen what happens, ” Masteller explained. “One station will be successful, and the other station will try to emulate them and do the exact same thing.”
He said that was a fatal mistake. The Ticket had its listeners and a culture that couldn’t be duplicated.
KVDT was branded as an ESPN station, and Masteller said they played that to the hilt. Mike and Mike were a significant franchise at the time. With the imaging, people thought the talent all lived in Texas. That’s how you merge your national shows with your local audience.
Masteller was recruited to go to Bristol as senior director of content in 2006 and stayed there until 2014.
“I was overseeing radio and had interactions with television. It was a phenomenal place, and I learned so much. It wasn’t just ESPN; it was also Disney. By that, I mean the culture of the business, how to treat employees, and understanding what’s important. Those are experiences I’ll take with me forever.”
Whether in sports or news, Masteller believes you must establish credibility with your talent, news anchors, or managers. He said you couldn’t do that on the first day, but the trust factor becomes hugely important. You gain that with open and honest communications.
Masteller knew of Dan Patrick in his early days at ESPN.
“Dan is the consummate professional. I knew right away there was nobody better at conducting an interview. He knew the questions to ask. He’s got credibility. He treats people fairly but knows how to ask the tough questions. That’s what set him apart.”
According to Masteller, everybody has their style, and he doesn’t try to change their core talent.
“Every broadcaster is different. People used to ask themselves what their long-term legacy in the business was going to be. Today you don’t see that as much. People are always looking for that next opportunity. One of the best things I learned from ESPN was feedback. Learn what I was doing right, what I could do better.”
A good host must know how to pivot to relate on more than just a sports level. The host must be able to react to the news of the day.
“Sports transcends all aspects of media. It’s not just X’s and O’s anymore,” Masteller said. “You look at a big story today that has global implications. If you’re going to be a host, you’ve got to speak to different things. Things must be easy enough for an audience to digest, especially in broadcast radio. You’re always multitasking.”
Spotting talent early is a gift. Masteller said he’s instinctively known when people like Patrick came along. Then there’s Colin Cowherd.
“Before Dallas, I was with KFXX in Portland. Colin Cowherd arrived there two weeks before I did as a midday talent. When I heard him the first time, he was a bit rough around the edges, but I knew he was going to be great. He was always thinking about the moment. Preparation for his show was second to none in terms of where he was going.”
Masteller said Cowherd could talk about politics, social issues, family, and the stock market. Sports is what he does, but he could do a general talk show and do whatever he wanted.
As the pandemic hit, we were looking at making a change in our morning show; we wanted to do something different. So we merged our two highest profile talents into one program with Bryan Nehman and Clarence Mitchell IV. Even though they were both working remotely, we made a move and created the C4 and Bryan Nehman Show. Sometimes it just clicks, and we all decided the best course was to get them on the air.
“Because of the pandemic, for the first year, they never saw each other,” Masteller said. “When they finally worked face to face, I remember the first morning. I was listening and knew within 10 minutes they had chemistry. Sometimes it just clicks. All I had to do was get them in there.”
He said what makes him proud in his career is helping people get better, to achieve their goals, and to develop future leaders.
“I remember starting a new job and wondering if I could really do it. It takes time. I’ve met some amazing people in this industry who want to learn every day. Make an impact.”
Jim Cryns writes features for Barrett News Media. He has spent time in radio as a reporter for WTMJ, and has served as an author and former writer for the Milwaukee Brewers. To touch base or pick up a copy of his new book: Talk To Me – Profiles on News Talkers and Media Leaders From Top 50 Markets, log on to Amazon or shoot Jim an email at firstname.lastname@example.org.
After Departure of Chuck Todd, What is the Future of ‘Sunday Shows’?
The best political interview show on TV isn’t on Sunday morning. Perhaps embarrassing to us in the actual field of journalism is that the best questioner and keen fact-checker on the fly is Jon Stewart.
The tenure of Chuck Todd as Twitter’s favorite Sunday morning punching bag has ended. NBC’s political director and host of Meet The Press announced his departure yesterday, after a nearly 10-year run, claiming he is leaving “too soon” rather than “too late”.
Todd, who sat in the front row of the White House Press Room while I filled a similar seat at ABC, will now anchor a streaming show and contribute election analysis. He will be replaced by another former White House press corps colleague Kristen Walker in September.
Under Todd’s leadership, MTP has gone from first place to 3rd, and he has become the butt of many jokes and criticisms from those who do not believe he pushes back enough on lies and misinformation uttered to his face by politicians. The funniest line and perhaps sharpest critique came at last year’s White House Correspondents Dinner when comedian Trevor Noah called him out from the stage. “Chuck Todd, how are you?…I’d ask a follow-up, but you don’t know what that is”.
Unfortunately, that is a common malady among my former colleagues, and Mr. Todd is perhaps not the worst at fact-checking in real-time. But as salon.com pointed out, he once replied to Peter Navarro, a Donald Trump sycophant and prolific disinformation specialist with “I take your point”, after, without evidence, Navarro accused Democrats of eagerly rooting against the American economy to cripple Trump’s re-election attempt.
Todd can take some solace in the fact that if you read media critics and Twitter he is also disliked by right-wing “fake news” proponents who claim he shows bias against Republicans. Our old adage among journalists was if both sides hate you, you are doing something right. And the longing for Tim Russert is overplayed because we never got to see how Tim would have done up against the avalanche of disinformation that is today’s politics.
So what’s next? The Sunday shows are my favorite part of the week. The panels are civil and well thought out. Meet The Press has some very smart people from the left and right and unlike CNN or Fox, none who refuse to acknowledge the integrity of the 2020 election. ABC was often more entertaining, if not more informative with panels featuring Rahm Emanuel, now Donna Brazille on the left, and Chris Christie on the right. Face the Nation concentrates more on policy and less on pure politics.
But the best political interview show on TV isn’t on Sunday morning. Perhaps embarrassing to us in the actual field of journalism is that the best questioner and keen fact-checker on the fly is Jon Stewart, a comedian who hosts his own show The Problem with Jon Stewart on Apple TV.
Best example: Stewart’s interview with Oklahoma state senator Nathan Dahm, who has proposed less gun control and a ban on drag shows. It started with a simple question: “You want to ban drag show readings to children. Why?” Answer: “The government does have a responsibility to protect children.” Stewart’s clap back: “What’s the leading cause of death among children in this country? Here is a hint, it’s not drag shows.”
It’s not that hard to do. Stewart was not busy thinking about his next question or trying to fit too much into the interview. He prepared, had facts at hand, and listened to the state senator’s reply. Then calmly shut him down.
Here’s hoping my friend Kristen Walker watches a few of Stewart’s interviews. He routinely chops through talking points and knocks politicians off balance because he is quick, smart, and familiar with the concept of a follow-up.
Jim Avila serves as a weekly columnist for Barrett News Media. An Award-winning journalist with four decades of reporting and anchoring experience, Jim has served as Senior National Correspondent, 20/20 Correspondent, and White House Correspondent for ABC News. Prior to his time with ABC, he spent a decade with NBC News, and worked locally in Los Angeles and Chicago for KNBC, and WBBM. He can be found on Twitter @JimAvilaABC.
News Media Calling Out Anti-Catholic Bigotry
It’s been hard not to notice these attacks on Catholics, and Christians more broadly, as they have spread across the country.
As most Americans watch in disgust, some corporations and ringleaders continue creating division and animosity through one woke cause, initiative, or month after another. Meanwhile, many are ignoring a large group of Americans who have been increasingly targeted and disparaged. And their plight receives barely a mention in the mainstream media.
This past weekend, Fox and Friends aired a segment focusing on the escalating vitriol and violence aimed at the Catholic Church. Such persecutions of Christians are not historically new; what is new is the apparent acquiescence of certain political and cultural leaders, as the frequency of such events continues to increase.
Rachel Campos-Duffy began the Fox News segment by laying out the facts as they stand in mid-2023.
“Attacks on Catholic churches on the rise, and yet the charges are being reduced,” Campos-Duffy began. “In California, five were arrested in 2020 for felony vandalism, after tearing down the St. Junipero Serra statue, and now they only face misdemeanors. The DOJ is recommending zero jail time for a transgender person who caused over $30,000 in damage, smashing church windows. Even spray painting an employee’s face in Washington State. And a D.C. man won’t see time behind bars after pleading guilty to a misdemeanor for destroying three Saint statues at a Catholic school. So why are these incidents not being treated as hate crimes?”
Added to these points is the increased frequency in which Catholic Church-goers have seen a police presence as they arrive for mass. Tommy Valentine, Director of the CatholicVote Accountability Project, joined the program to offer his insight.
“Explain to me why vandalism, acts of violence directed towards Catholics are being treated differently than, say, other faiths or other religions?” Campos-Duffy asked.
“Thank you for shining a light on this issue, because we certainly aren’t hearing about it from the Biden administration,” Valentine said. “Look, we live in an era where we see condemnation of bigotry in most forms. Just last month there were a couple of mosques that were vandalized. The Biden Administration spoke out immediately against that, and we agreed, a place of worship should never be vandalized in this country.”
Valentine went on to mention a couple of recent catalysts for attacks against the Catholic Church. And although he didn’t mention the media specifically, many feel it was they who continue to fan the flames whenever possible.
“What we’re seeing is over 300 instances of attacks of violence and vandalism against Catholic churches in the United States over the last three years, in the aftermath of the death of George Floyd. And then another surge of 160 attacks since the leak of the Dobbs decision last May. And so I think what’s really troubling to a lot of Americans in the pews is that they feel like their places of worship are not safe. And when the federal government does get involved, it’s to advocate for reducing or dropping charges against these criminals as you mentioned,” Valentine pointed out.
The director was clear in his estimation of where the blame belongs. In this case, he feels local police and authorities have done all they can to help quell violence and prevent vicious events.
“We’ve only been able to document instances of arrest in about a quarter of these attacks. And it’s not because local law enforcement is not willing to do the work. It’s that they do not have the resources on the local level to combat what is really a nationwide surge,” he told Campos-Duffy. “And so we’ve been calling on the federal government to devote the appropriate resources to these attacks against churches over the last two years. And they just haven’t been willing to do it.”
“It seems counterintuitive, right? That the Biden administration wouldn’t care. Here we have Joe Biden, a Catholic. He campaigned carrying rosary beads. He likes to talk about his faith. Somebody who wrote an article about his Catholicism got some sort of big, fancy prize. So it’s something he touts, and yet he’s not doing anything about it,” Campos-Duffy noted. “I’m sure CatholicVote has looked at this. What do you attribute this rise in anti-Catholic hate around the country and even in other parts of the world? What is driving it?”
“Well, unfortunately, I just think we have a climate where everything is politicized. And it’s also a spiritual battle,” Valentine said. “I’ve documented all these cases. I’ve examined them individually. I’ve talked to a lot of the pastors of churches that have been attacked. And I know of one parish in Maryland where a gentleman came in the church, set everything on the altar on fire that could be set on fire, and also set fire to a confessional door.”
It’s been hard not to notice these attacks on Catholics, and Christians more broadly, as they have spread across the country. In fact, many popular celebrities and athletes have spoken out against the recent decision by a Major League Baseball team to host a radical, bigoted group at one of their baseball games.
“I think what you’re seeing with this story about the Dodgers honoring an anti-Catholic hate group, which just makes a travesty of our faith and commits the most sacrilegious outrages that they can imagine. I think Catholics can’t help but feel under siege,” he concluded. “And it’s something where if you can’t feel safe going to church in the morning on Sunday, that’s a really troubling place to be in America that we haven’t seen since the 1800s.”
Rick Schultz is a former Sports Director for WFUV Radio at Fordham University. He has coached and mentored hundreds of Sports Broadcasting students at the Connecticut School of Broadcasting, Marist College and privately. His media career experiences include working for the Hudson Valley Renegades, Army Sports at West Point, The Norwich Navigators, 1340/1390 ESPN Radio in Poughkeepsie, NY, Time Warner Cable TV, Scorephone NY, Metro Networks, NBC Sports, ABC Sports, Cumulus Media, Pamal Broadcasting and WATR. He has also authored a number of books including “A Renegade Championship Summer” and “Untold Tales From The Bush Leagues”. To get in touch, find him on Twitter @RickSchultzNY.
Nick Kayal Moved From Sports to News, And is Seeing Results at 1210 WPHT
“We hit the ground running from day one, and our audience has grown month-by-month against different demos and platforms.”
During the pandemic, Nick Kayal, a former sports talk show host, fearlessly pivoted his career to news/talk. This bold move resulted in numerous changes, including his current role as the highly regarded host of 1210 WPHT’s Kayal and Company show in Philadelphia.
With his vibrant and impassioned approach to news/talk, he’s spearheading the evolution of radio to cater to the next generation’s needs.
1210 WPHT stands out for its dedication to connecting with audiences through a variety of platforms. Greg Stocker, the station’s brand manager and a popular personality on Kayal and Company, has led this effort. The station has become a favorite among listeners of all ages, thanks to its focus on live and local programming from 6:00 AM-7:00 PM. As a result, 1210 WPHT has established itself as a significant player in the Philadelphia radio market.
In a recent interview with Barrett News Media, Kayal shared essential perspectives on the advantages of AM radio and the powerful influence of talk radio on Philadelphia’s story. Kayal highlighted 1210 WPHT’s success in captivating audiences with exciting content and attracting diverse listeners.
Ryan Hedrick: Many listeners know you from your background in sports radio. What prompted your transition from sports to news/talk, and how has your experience been? Have there been any challenges or rewarding aspects in making this switch?
Nick Kayal: I was a political science major in college as a freshman back in 2002, so I’ve always had an interest in politics. Then, I got away from that and changed majors to criminal justice and pre-law. I started getting really into politics right around 2015 as [Donald] Trump announced that he was going to run for president, and a lot of my political views always seem to gradually slide from moderate Democrat, to moderate Republican or conservative Republican.
Many things during the pandemic opened my eyes, from the lack of freedom to the control of the government trying to restrict its citizens, and the imposed mask mandates. Equally important is the whole cancel culture movement. The woke aspect of society and people constantly being offended, trying to shut you down because they disagree. Much of that also drove me because I’m a big believer in the First Amendment and free speech, and I don’t believe in silencing opposing viewpoints.
RH: Did you encounter any difficulties or positive experiences when making this change?
NK: It has been gratifying because many great, talented individuals have surrounded me. The feedback has been mostly positive, and all of that has been rewarding. We hit the ground running from day one, and our audience has grown month-by-month against different demos and platforms.
The only challenge, initially, was once I got the job having to stay quiet about it for a few months and then make it public and expecting some pushback from a bunch of liberals that were going to be mad because I was doing so-called conservative talk. Other than a few people I have a good relationship with unfollowing me on Twitter because they didn’t want to see my political views, there haven’t been any challenges. I was put into a situation to succeed.
RH: WPHT has a long history in Philadelphia. What makes the station unique, and how do you strive to connect with the local audience?
NK: What makes WPHT unique right now is that this is the first time in the station’s history that we’ve been live and local 6:00 AM-7:00 PM. We have four different amazing shows. We don’t have four shows that all sound identical and are formatted the same. The hosts are not trying to be Rush Limbaugh or Sean Hannity.
In the morning, we do a modern-day news show for news talk. If you’ve ever watched (Fox News’) The Five, that’s what we do. We hit on the big stories; we have personalities; we talk about pop culture; it’s that kind of variety.
Dawn [Stensland] does her show; she’s also my news anchor and a TV legend in Philadelphia. She does more of what’s breaking and developing. Dom [Giordano] is on from noon-3:00 PM and really gets into the crime issues. Rich [Zeoli] does his thing in the afternoon almost like what he did in the morning, minus the supporting cast he once had, and of course, he’s a star in the industry.
As far as connecting with the locals in Philadelphia, it’s no secret. If you are a fraud, the audience will know it. I have a blueprint, and it’s called COPE. It stands for content, opinion, personality, and entertainment. If you check off those four each day, the results should come.
RH: As a morning host, what are the critical elements of a successful morning show? How do you keep the content engaging and relevant for your listeners?
NK: When you are doing mornings, you must be entertaining. How you define entertaining is up to each host. The last thing I want to do is do a 20-minute dissertation on the debt ceiling; my job is to wake my audience up, not to put them back to sleep. I don’t do anything long-winded.
In my opening segment, after we set the show-up and chit-chat, I do a piece at 6:10 called the “Big Take”. It’s five to seven minutes long, and that’s kind of my opening monologue. I used audio and video. After that, we hit on a couple of stories, and I get Dawn [Stensland] and Greg [Stocker] ‘s opinions on it, and whatever organically develops from that is how I keep the show moving.
We have a show sheet, but we are not beholden to it. It comes down to creating a game plan and letting your radio instincts take over.
RH: What role does talk radio play in shaping public opinion and fostering community dialogue?
NK: I’ve always been torn on shaping the narrative. I go into a show with my opinion each day. I try not to watch other people’s shows too much or listen to others because I don’t want those opinions to corrupt my views. Regarding shaping narratives, I’m not sitting there telling you what to think. You can agree or disagree.
Still, one thing I promised I would never do is to be an apologist for the Republican party or conservatives in general or MAGA Republicans. My job is not to improve your feelings but to get ratings, and I take the approach of getting ratings and eff the feelings.
RH: Can you share any memorable experiences or interviews you’ve had as a morning host? Is there a particular moment that stands out to you in your career?
NK: We have not gone heavy on interviews because we have a three-mic show between Dawn, me, and Greg. I can not give one specific interview.
Indeed, in sports, there were prominent people that I spoke with. When I was in the South, I talked to Nick Saban. Things may be different in 2023-24 if we may have somebody like [Ron] DeSantis on the show or [Donald] Trump, Tim Scott, or whoever that will be.
But so far, we have steered clear of interviews. To this date, the one thing that I am most proud of is the money we raised for the Travis Manion Foundation. Every year we do an annual radiothon, and this year we set a record in the mornings when we raised $92,000 in four hours.
RH: How do you see the future of talk radio and morning shows evolving in an era of rapidly changing media consumption habits? What strategies are you implementing to adapt to these changes?
NK: The way we view it, we are no longer a talk radio station. We are an audio and video content distribution platform or network of platforms. People listen to us when they want or when they have the time. They might be listening 45 minutes behind on a delay on the app or just catching up. They might go to the website and download the podcasts. Or they may go to YouTube and watch all four hours live on our channel.
We’ve had people tweeting us pictures of their smart TV’s where they’ve had YouTube up, and they’re watching us in their living room on their 65-inch flat screen, and it looks like we are doing a TV show. We are a variety platform now.
RH: What are some key advantages of AM radio over other mediums, and how can stations effectively communicate these advantages to listeners and advertisers?
NK: As crucial as ratings are, you will only last long with the advertisers and the revenue. It’s a matter of selling people on the value of AM and, indeed, to the automakers. AM radio is still how people get weather alerts, travel advisories, etc. There’s a human safety element. AM radio reaches over 40 million Americans weekly, well over 10 percent of the country. We still get a massive amount of people.
The biggest challenge is attracting the Gen-Z listener. I wonder if you can. That’s another audience we can tap into. There will always be that demand for talk radio because you know you can never replace live and local personalities. News/talk is expensive to operate when you’re live and local, but the value remains.
RH: Lastly, are there any exciting upcoming projects or initiatives you’re working on that you’d like to share with your listeners and readers?
NK: More than anything, our brand, WPHT, is where free speech lives. We encourage dialogue, discourse, and discussions, and, indeed, debate. We have some people in our audience who are not conservatives. We have people that disagree with us. The great thing about WPHT is that we offer well-rounded conversations and various shows.
We have some other things in the works that our Brand Manager, Greg Stocker, has been pushing for, and hopefully, in the weeks and months, we can get some of this rolled out. A lot of people say the station has never sounded better. Greg Stocker has only been in his position as Brand Manager for over a year, and he’s taken the station to new heights.
Within our doors and walls at Audacy in Philadelphia, there are very happy with how things are going at the station.
Ryan Hedrick serves as the Assistant Program Director and Co-Host of the Morning News Express at WFMD. Prior to WFMD, he hosted an afternoon program at News Talk 103.7 FM in Chambersburg, PA. He has worked at Sirius XM in Washington D.C., WBEN in Buffalo, NY, and for stations in Baltimore, MD. He has also worked at WIBW-AM in Topeka KS, earning the Kansas Association of Broadcasters (KAB) award for Major Market enterprise reporting in 2016. To connect with Ryan, find him on Twitter @SureToCover.