For a decade, Barrett Media has leaned on the industry it covers to help recognize the best among it. It’s a time-honored tradition in which peers submit who they feel best represents what makes sports radio the powerful industry it is. This year was no different, with massive participation in news, sports, and music helping determine the top performers and programmers in each format.
One of those categories is the top 20 program directors in sports radio, divided into major and mid-markets. This year, 104.3 The Score’s Mitch Rosen was recognized as the top sports radio programmer from a major market for the second time in his career. 104.5 The Zone’s Paul Mason earned his first number one ranking among mid-market sports radio programmers.
In speaking with Rosen and Mason, the characteristics that have led to their success mirror one another in many ways. Both oversee successful brands in their respective markets, and both understand that the recognition stems from the collective output of many contributors.
“It’s an honor. But it’s really a team award. This is about everyone I work with in Chicago, and the different brands around the country,” said Rosen. “It sounds very cliche, but it turly is a team. Without the people we work with every day on this iconic brand [104.3 The Score], it doesn’t happen.”
Mason expressed similar sentiments when reflecting on his team’s efforts, though seeing the rankings firsthand came as a surprise.
“I was surprised, but in the best way possible,” said Mason. “It was a really good feeling and reflects not just me. The station also finishing first as well puts a very cool visual on everything that we’ve been working on here for a long time.”
Mason’s brand, 104.5 The Zone, also ranked as the top mid-market sports station in this year’s Barrett Rankings. The Nashville-based brand earned that distinction for the first time after finishing third just a year ago.
Mason began his radio journey at the turn of the century at 1450 WMOH in Hamilton, Ohio, where he planned and executed a Friday night football show along with game broadcasts. His hands-on approach to crafting programming started in those early days and later took him to Cincinnati, West Palm Beach, and now Nashville. He joined 104.5 The Zone in April 2020 during the worldwide COVID-19 pandemic and has since seen the programmer role evolve.
“The growth of the role over the five years [includes] embracing streaming, podcasting, and video. We’re growing on every platform imaginable along with the growth of the FM signal,” said Mason. “The role requires us to be where sports is and consistently doing that day to day.”
As listener consumption habits change, top programmers must remain flexible to ensure content resonates across all platforms. Rosen identified adaptability as a key factor in his development as a brand manager.
“Every year, month, and day things change,” says Rosen. “It’s funny. Five years ago, someone would have said ‘you’re in the radio business.’ Today, it’s content distribution and you have to be flexible. You must go with trying new things with new technology. If you just stay ‘in the radio business’ you’ll get stagnant. I love when someone comes in with an idea. You have to listen, and that’s the most important thing about being a manager.”
Both Rosen and Mason described the humbling experience of being recognized at the top of their industry. That humility reflects a trait many successful executives share within a format built on the creativity of the talent Rosen and Mason hire. Their success is evident in the freedom they give their on-air staff, supported by belief and guidance.
“It’s all about how you treat people. To me, this job is about the people. Caring, teaching, and letting people be creative and do their jobs,” explained Rosen.
Mason echoed Rosen’s sentiments while noting that working with talent requires a tailored approach. It takes time, effort, and an understanding of what works for each individual to get the best results.
“We have a culture where people are trusted to the job they’re hired to do,” said Mason. “Bedside manner is important as well. Getting your staff to know that they can trust you and let them know that you’re going to let them do their job. Being there to listen to them and eliminating obstacles for them is key to help them reach their maximum potential.”
Neither operates alone. Rosen and Mason serve as key representatives not only for their brands but also for their respective companies. Rosen has been a decorated brand manager for Audacy for more than two decades. During his tenure, he has also overseen the BetMGM Network and sports radio operations in the Milwaukee cluster.
Audacy owns and operates several of the country’s largest sports radio brands. That strength appeared in the latest Barrett Media rankings, where seven of the top 10 programmers in major markets represent Audacy.
“It’s no secret. Sports is a big part of Audacy’s business,” noted Rosen. “Live sports and live sports talk is huge. That’s what differentiates us from a lot of other companies… I give our company a lot of credit. They realize that sports is something that will continue to grow that the audience and partners love too. It’s so interactive, and that’s so key to helping Audacy stand out amongst the others.”
For Mason, collaborating with top sports programmers at Cumulus has elevated his approach to brand management. From programming to promotions, digital strategy, sales, and everything in between, Mason believes leadership sets the tone. He points to Bruce Gilbert as a driving force.
“We’re fortunate to have the best in the business in Bruce Gilbert at our company. He’s an incredible resource, supportive, and it starts with him,” said Mason. “It’s nice to lean on our roster of great sports programmers within the company, and vice versa…. It takes the entire village. Everyone has to work together. There can’t be any siloes; it’s one big operation.”
Accolades from peers aside, Rosen and Mason remain focused on setting an example for the next generation of programming leaders. With decades of combined experience, they recognize the challenge of recruiting the next creative mind to advance sports content.
For Rosen, advice for those interested in the role begins with education, market knowledge, and respect for the people within it. Building lasting relationships remains essential.
“If you can combo platter knowledge of the market, getting to know talent, and building relationships, you can be a successful programmer,” explained Rosen. “Our format and the content space we’re in, we’re hungry for ‘the next.’ Who is that next? Everybody’s looking to find out who has those attributes… It seems simple, but those are key.”
Mason emphasizes growth and opportunity. With sports content becoming one of the most valuable properties in media, he encourages a fearless mindset when adapting to new methods of consumption.
“If you’re in the sports radio format, you like sports. Could you imagine growing something that reaches your maximum potential in something you’re passionate about,” questioned Mason. “You can’t be afraid of tech or change. No one will win that battle the way the world is going. How do you live within that, and finding your place there. We have done that very well here, but you need to be open to change while flowing with the current.”
In an industry built on opinion, competition, and constant reinvention, the best programmers understand that success is not built on ego. It is built on trust.
For Rosen and Mason, Barrett Media recognition is appreciated, but it is not the destination. It is a byproduct. A reflection of culture. Of collaboration. Of hiring talented people and giving them the room — and responsibility — to create.
That balance separates good programmers from great ones.
As Rosen and Mason look ahead, neither sounds satisfied. New platforms await, and voices will emerge. New ways to serve audiences who expect content whenever — and wherever — they want it continue to develop.
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