MEDIA BLITZ
By John Molori
Ordway-WEEI deal “unprecedented” in Boston sports radio
Sportsradio 850 WEEI has avoided a big battle with “The Big Show.” Glenn Ordway, host of the afternoon drive time juggernaut (weekdays, 2:00 p.m.-6:00 p.m.) recently signed a five-year deal to remain at the Entercom sports powerhouse.
“I am very satisfied,” says Ordway, who has been at WEEI since 1991 and was the station’s program director from 1995-97. “It’s great that we got it done before the holidays.”
Ordway and his agent, Brad Blank, had a deadline of December 15 to get a deal with WEEI done. After that date, Ordway would be free to speak with other stations.
Says Ordway, “This is where I wanted to be. If it didn’t work out, I would have found other challenges.” One station source said that if Ordway left WEEI, midday host Bob Neumeier would have been his successor.
Ordway credits new WEEI general manager Julie Kahn for pushing the talks forward. Kahn replaced Tom Baker who recently vacated the station’s GM post.
“Julie has a great vision for what we do and what we need to do. It is a great tribute to her to have a woman effectively run a station that is geared toward men. She understands the message of our station and will create lots of opportunities for us.”
Ordway would not comment on salary, but Blank stated that the five-year deal is “incredibly lucrative for someone in the industry.” He also stated that Ordway’s deal is “unprecedented” in the marketplace.
According to Ordway, the negotiations never got too cantankerous. “There were silent periods. At one point, we went five or six weeks without speaking.
“I never wanted it to get personal. I didn’t talk to any reporters about the situation. I criticize athletes for doing that. It would have made me a hypocrite.”
Unlike many professional athletes, Ordway makes no bones about the key to the deal. “It was definitely about the money, and other things,” he states.
Ordway would not comment specifically about these “other things” but sources close to “The Big Show” say that Ordway’s deal includes several interesting options in addition to salary, stock options and ratings bonuses.
Expect WEEI and Ordway to syndicate the program throughout New England. During the negotiations, Ordway received several calls from area GM’s expressing interest in “The Big Show.”
In addition to syndication, look for WEEI to begin streaming audio live on the web again very soon at WEEI.com.
The Big Show may also become a television entity in 2004. Similar to “The Howard Stern Show” on E! and WFAN’s “Mike and the Mad Dog Show” on New York’s YES Network, “The Big Show” could come to television via live or delayed broadcast on NESN or Fox Sports New England.
All these options made WEEI the best fit for Ordway, but late in negotiations, he decided to bring in Blank, rather that represent himself.
Says Ordway, “I did my past two contracts myself. I felt like I knew the radio business better than any agent. I can see through the BS and throw figures back at them. When I started to receive calls from other stations, I realized that I didn’t have the time or energy to put into it.”
Blank brought 25 years of experience, mostly with high profile NFL clients. The pair had a clear view of what they were looking for in a new deal.
Says Ordway, “You have to look at what others are making in the market. Over the last five years, we have been number one in our demographic (men ages 25-54). The revenue we have generated has been phenomenal, but your market value is only what people are willing to pay.”
Ordway sees the resulting deal as perfect for both sides. “WEEI never trashed my show. They said, ‘We love you. We want you. How do we get it done?’ Both sides are happy. This is a great marriage with lots of opportunities for everyone involved. We can do so much more.”
Blank slate
While Julie Kahn and Ordway were keys to crafting a new deal with WEEI, the man who deserves much credit for moving things along is Ordway’s agent Brad Blank. Blank entered the negotiations in November, shortly before Kahn assumed the general manager’s slot at WEEI.
“There was one time when Julie and I got into a heated argument about the deal,” says Blank whose NFL clients include Marcel Shipp, Tom Nalen, Mike Mamula, David Givens and Herman Moore.
“I told Julie that I’ve been across the table from (Cowboys coach) Bill Parcells and (Bengals president) Mike Brown. She is not in their league in terms of being difficult.”
According to Blank, negotiating with a radio station differs from talking with an NFL team. “Radio stations don’t think like football teams. They are not as willing to pay exorbitant sums.
“In spite of advertising revenue and what a guy like Glenn brings in, the station makes it sound like they are so poor that they are rationing food.”
Blank had clear goals when he entered the fray. “When you have your own show that is named after you, you know that the client is worth a lot of money.
“Glenn is responsible for “The Big Show’s” great ratings. He is not part of an anchor team.”
Ordway called Blank in June to pick his brain about the business. In November, Blank officially became Ordway’s agent.
“I called Brad and told him that I needed to create opportunities for myself,” says Ordway. “I like that he was a quick learner and that he did what I wanted him to do. He told me that I was the pilot and he was the co-pilot.”
Like Ordway, Blank knows that cash is key. He states, “It’s always about the money. I told Glenn that after December 15, I would start talking to other stations. (WEEI program director) Jason Wolfe was a big help. Everyone is happy that Glenn is staying.”
Ordway did receive several unsolicited calls from other stations. Blank contends that if an impasse with WEEI was reached, Ordway would have been “wildly popular” on the open market.
Blank, himself is becoming wildly popular as a Boston media agent. His stable of clients includes Ordway, Ron Borges, Gene Lavanchy, Jerry Trupiano, Don Orsillo, Dave Jageler and Jon Meterparel.
Blank was impressed with the impact of talk radio in Boston. He states, “I thought coming in that that TV personalities like Bob Lobel and Sean McDonough made the most money, but that’s not the case.
“I quickly realized that radio personalities make more than the TV people. They are the real stars of Boston media.”
John Molori’s Media Blitz column is published in The Boston Metro, The Providence Journal, The Lawrence Eagle-Tribune, The Lowell Sun, Patriots Football Weekly, BostonSportsMedia.com and MethuenOnline.com. John can be reached via E-mail at JOMOL3@aol.com.
