Talks to students at Point Park, other universities during nationwide tour
The world of sports radio has traditionally been Whiter than rice.
But as the Internet continued to expand, and ordinary Joes were able to start their own shows online, African American sports talkers like J.R. Jackson started to get noticed.
Now, the powers-that-be at radio stations are learning that today’s younger listeners have no problem listening to online-based programs more than terrestrial-based ones. It’s given top management food for thought — “hmm, maybe we should see who’s creating a buzz online, and offer them employment on our platform.”
In March 2009, Jackson created “J.R. Sport Brief” on YouTube, where he expressed that Major League Baseball slugger Gary Sheffield should retire, hang it up as he approached 40 years old. As it turned out, Sheffield was signed by the New York Mets the following month, played 100 games, hit just 10 home runs, and then called it a career.
As the years and videos went on, Jackson’s name and brand continued to grow. He was getting millions of views per year, and it eventually caught the eye of the country’s most respected sports radio station, WFAN in New York City, Jackson’s hometown. On a station not traditionally known for African American voices, Jackson was given a part-time host role in 2018.
After a stint in Atlanta on a music-based morning show, Jackson returned to the sports radio airwaves in April 2020 in an even larger capacity — solo evening host on CBS Sports Radio, broadcasting nationwide each weeknight.
But Jackson, coming from humble beginnings, didn’t act like he had arrived. In September, he began a tour where he spoke to thousands of college students about the media industry, spreading whatever knowledge he could to help them reach their goals.
“There should be no reason why the students don’t get opportunities faster,” Jackson told the Courier during his visit to Point Park University in Downtown Pittsburgh, in October. “They don’t have to wait for ‘traditional media.’ They have all the tools in the world to push forward with whatever they want to do.”
Jackson has spoken to students at HBCUs like Morehouse, Clark Atlanta, Howard and Morgan State, and Primarily White Institutions such as Drexel, University of Georgia, and Springfield College. Jackson also visited universities in the midwest and west coast during the two-month tour.
Jackson told the Courier he hoped he increased the need for diverse voices on the tour, as oftentimes, Jackson’s found himself as the only Black person around at sports radio stations.
“There’s no reason that in a lot of markets or places that I still have to be either the youngest person on there or the only African American, or the African American that didn’t play professionally,” Jackson told the Courier. “I think it’s lazy in a lot of regards.”
Jackson added: “It’s easy to have groupthink and stick to what you know and hire who you’re comfortable with, but everybody has to be able to step outside the box.”
Jackson’s nationally syndicated show airs from 10 p.m. to 2 a.m. weeknights on 93.7 The Fan in Pittsburgh. More African Americans are starting to gain traction in the sports radio arena. In Pittsburgh, “The Fan” features Paul Zeise, Josh Taylor and former pro athletes Dorin Dickerson and Arthur Moats as sports talk hosts who are African American. WFAN in New York City recently announced that an African American, Keith McPherson, would host its weeknight slot. Fox Sports Radio, a competitor of CBS Sports Radio, teamed African Americans Chris Broussard and Rob Parker to host its weeknight show. ESPN Radio, another competitor of CBS Sports Radio, has African American and former NFL star Keyshawn Johnson spearheading its national morning show.
Where the national sports networks have gotten the memo about trying to get more diverse, overall, the local sports radio scene has a ways to go. Most local sports stations have no more than two African American sports hosts (full- or part-time), while White hosts can number from 8 to 14 at some of the larger stations.
Jackson told the Courier that his brand, “J.R. Sport Brief,” belongs to him. He created it, and it goes with him wherever he goes. It’s not owned by any radio or online company. While he’s excited to be on CBS Sports Radio each weeknight, he said that his progression in the industry will continue with or without terrestrial radio. He made it clear to the students that they should be progressing each day, too, molding their brand in the process.
“Make them pay attention,” Jackson’s advice was to the students. “If you feel that there’s not a space, we live in such a society right now, make one. You have the tools, they’re free. I started my show with a (Sony) Handycam. It took nine years…Make people pay attention, and you do it in the most polite, respectful, professional way.”
J.R. JACKSON hosts a nationally syndicated sports show, “J.R. Sport Brief,” weeknights at 10 p.m. on CBS Sports Radio. It can be heard in PIttsburgh on 93.7 The Fan. (Photo by Rob Taylor Jr.)
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