Why Mike Ricordatis Common Man Approach Relies on Authenticity Over Access
For over two decades, Mike Ricordati has been the dominant force on 97.1 The Fan in Columbus, OH. A market dominated by everything related to Ohio State athletics. Its more than just sports; its culture. Every moment calls for attention. Every headline starts a narrative. From an outsiders perspective, one would think success in Columbus requires wall-to-wall coverage and unmatched insider analysis.However, Ricordati took a different approach to building his success. His program centers on conversation, authenticity, plenty of laughs and sports mixed in between. He understands that every second of every show is an opportunity to connect with a new listener, regardless of the platform they choose.I dont compete with other radio stations. When I got here, we competed with the AM talker in town and I thought that was ridiculous, says Ricordati. My competition is everything on your phone. Youve never had more choices for your entertainment. Thats my competition. Keeping your attention and loyalty every single day.Few nicknames capture a radio host better than the common man, and Ricordati wears it well. Taking a common-sense approach to his programming while remaining independent in his thinking. Rather than embedding himself with the local teams, he chooses to keep his distance from those he discusses on the air. That approach creates a connection with listeners that many gravitate toward.A talent who refuses to let relationships influence his opinions, choosing instead to call it exactly as he sees it.As a guy whos been hosting an opinion talk show for over two decades, I purposely kept my distance from Ohio State and the Blue Jackets. I dont want the listeners to feel like Im playing favorites, notes Ricordati. I owe it to the audience to be as independent of thought as humanly possible. It makes the product better.A Proven WinnerSince shifting to afternoon drive in late 2018, Ricordati has been a wrecking ball in the Nielsen ratings. He has consistently finished at or near the top among men and adults 25-54. Being on top for an extended period never gets old, but Ricordati stresses the importance of maintaining that level of success.The last thing I want to do at this point of my career is not be number one. Im so used to that. We had a book a couple months ago where we didnt have a twenty share, and I got pissed off, said Ricordati. The pressure is real to stay where I am. As the elder statesman of our lineup, theres a certain duty to keep those numbers where they are. I dont want to let the rest of the team down.View this post on InstagramThe formula is simple: entertain the audience and try to laugh a lot. Despite early skepticism about the approach, the results prove betting on the strategy was the right choice.There are days where we dont even discuss Ohio State. Others where our sports content is maybe ten percent of the entire day. Its evolved to that point, because its been built over time with the audience, said Ricordati. If I can make the listener laugh at least once a week, thats my goal It frustrated me when I first got here that the approach was frowned upon and not done that way. You can be successful with this approach.Navigating ChangeRicordati says the biggest challenge to this philosophy is remaining authentic with the audience while never becoming resistant to change. Last year, 97.1 The Fan underwent a number of changes, including adjustments to Ricordatis program.After 12 years together, Ricordati and Jonathan T-Bone Smith parted ways as the station reshaped both its morning and afternoon drive lineups while shifting resources to additional digital programming. At the time, the change was welcomed by both Ricordati and Smith, who felt the move would benefit both talents and the station overall.The key was could you find somebody out there who Bone [Jonathan Smith] wants to work with every day who could challenge him. Tyvus [Powell] is a perfect guy for mornings. The other side was me. There are two guys I considered working with. Timmy [Hall] and Matty Ice [Matt Hayes], explained Ricordati. It was contingent on one of those guys wanting to take the plunge with me. If neither one wanted to, then T-Bone and I would have continued.The amount of change at the radio station last year didnt slow the brands momentum. Every show on the new lineup continues to rank at or near the top of the target demographics. The results speak to Ricordatis competitive nature and continued focus on his daypart and program, showcasing that despite a change in co-host, the end result remains consistent.I had a moment when we were going through this transition. Honestly, I try not to let the ego take control, but sometimes I let it get the best of me. I told the audience Ive been here for 23 years, and I dont lose, said Ricordati. I take that very personally The show now does have a different vibe, and thats intentional. Its a little more silly and out there. Thats what I was looking to do, and people have really taken to that.Now more than a year into working alongside Timmy Hall, Ricordati says the show is still navigating some minor challenges. The two have been friends for more than a decade and can occasionally drift into inside baseball and humor that only those inside the building would understand.Hall, who also serves as the stations assistant program director, provides a counterbalance to Ricordati. Rather than keeping his distance from the teams, Halls experience covering them adds another layer of depth and knowledge about the local franchises. Ricordati believes that perspective provides important balance to the stations already successful sports radio formula.Future UncertaintyDespite the impressive success story that 97.1 The Fan has built with Ricordati, theres still some uncertainty surrounding the brand. The station stands apart as one of the few radio outlets owned by TEGNA, one of the nations largest local television operators. With 64 television stations in 51 markets across the country, TEGNA currently finds itself blocked from merging with Nexstar pending the outcome of an antitrust trial.We still have some uncertainty here. However, I will say Im very happy with the leadership structure above me. I feel I can trust the people we have in place. Theyve never lied or spun anything to me. Thats important, says Ricordati. You can deal with some of that uncertainty if you have people above you that you trust to help you through those choppy waters.Ricordati says the biggest advantage and drawback of working for a radio station owned by a television company is the same: television executives often dont understand what makes radio unique, leaving him free to do his job.However, despite the uncertainty surrounding the TEGNA-Nexstar merger, Ricordati understands that change in ownership usually brings more change. His hope is that the story he continues to tell every afternoon while guiding 97.1 The Fan to new heights will be enough to keep things in place under new ownership.Columbus has a lot of that Midwest charm that I appreciate being from Chicago. Do I want to be the guy who just bounces around feeling I need to prove something? I feel Im continuing to prove that right here in Columbus with the audience, explains Ricordati. I didnt think Id be here nearly a quarter century later. When I get calls from other people taking my temperature, my answer is very quick. Im not going anywhere. This is my home.View this post on InstagramFor an industry constantly chasing the next trend, Mike Ricordati has built a career by resisting the urge to follow everyone else. His formula isnt built on access, hot takes or wall-to-wall team coverage. Its built on trust, authenticity and the understanding that listeners choose personalities before they choose platforms.More than two decades later, that philosophy continues to pay dividends. Proving that in one of the countrys most passionate sports markets, being relatable can be just as valuable as being connected. In other words, being the common man.Barrett Media produces daily content on the music, news, and sports media industries.Sign upfor our newsletters to stay updated and get the latest information right in your inbox.John MamolaJohn Mamola is Barrett Medias sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medis Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.linktr.ee/johnmamolaThe post Why Mike Ricordatis Common Man Approach Relies on Authenticity Over Access appeared first on Barrett Media.
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