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Ed Sherman's Blog
North starting over again; says no regrets leaving WSCR
North starting over again; says no regrets leaving WSCR
Posted by Ed S. at 8/30/2010 2:25 AM CDT on Chicago Business
Stop us if you've heard this one before: Mike North is about to begin a new job.
I've been doing the sports business blog for Crain's for just under two years, and Mr. North's ever-changing career has been a recurring theme.
Here's the rundown for those keeping score (not to be confused with "The Score"):
After leaving WSCR-AM/670 in 2008, Mr. North did an Internet show for Rich Melman's Wildfire restaurant; attempted a morning show called "Monsters in the Morning" on Comcast SportsNet, and then launched another morning show called "Monsters and Money" on WBBM-TV/Channel 2.
And there also was the ill-fated Webio venture that he helped found. It ended in disaster when it was discovered owner David Hernandez funded it via a Ponzi scheme.
Now the latest entry in this saga has Mr. North returning to radio at Fox Sports Radio. His hiring was announced shortly after Channel 2 canceled the "Monsters and Money" show. The exact nature of the Fox job still is to be determined, and there's speculation his role could be limited.
Mr. North could have avoided the commotion if he had remained at WSCR. He had an offer to continue as host of his morning show for a reported $700,000 per year.
However, the deal was half the $1.5 million he pulled in from his previous contract. Mr. North didn't feel he deserved such a big pay cut and shut the door on WSCR.
Looking back, Mr. North not only passed on big money, he also walked away from a morning audience that made him a significant voice of sports in this town.
The obvious question: Any regrets, Mr. North?
"No regrets," he said. "No. The only thing I would like to revisit is that they didn't have the (Portable People Meters) when I was there."
Mr. North is referring to a new radio rating system that more accurately documents listening habits. The data show more people listen to sports talk radio than previously reported under the old system.
"For 16 years, (Dan Jiggetts and I) thought the ratings were inaccurate. We were 'The Flinstones.' People were driving those diaries with their feet. I would like to do a year's worth of shows with those people meters."
But beyond that, Mr. North said he made the right move. Saying "he has plenty in the bank," he also insists it wasn't just about the money.
Mr. North said he wanted to try new things. "I had a great run," he said. "I wanted some new challenges. Sometimes you have to take some risks. If I had stayed at WSCR, I never would have tried those things."
He is disappointed his latest endeavor didn't have a better ending. "Monsters and Money" was a hybrid of sports, business and general talk. The show, though, struggled in the ratings and was canceled after a short run.
"Absolutely, I'm disappointed," Mr. North said. "People were telling me the show was an acquired taste. You can't build anything in six months. But I understand why they did it. New York (CBS corporate headquarters) wanted to go back to a more traditional newscast. (Channel 2 President Bruno Cohen) was disappointed. We all were."
It didn't take long for Mr. North to land another job. Longtime Chicago radio executive Jeff Schwartz, a close associate and friend of Mr. North's, now is working as a consultant for Fox Sports Radio. He moved quickly to hire Mr. North.
"I said, 'Let's get him in the stable and we'll see what he wants to do,' " Mr. Schwartz said.
Fox Sports Radio has more than 300 national affiliates, but it doesn't have a station in Chicago. The only way you'll hear Mr. North here is if you subscribe to XM-Sirius satellite radio.
Exactly how much Mr. North will be on the air remains to be seen. Mr. Schwartz said, "He will do something more than menial on this network."
However, Mr. North doesn't sound as if he is expecting a full workload at Fox. He repeatedly said he still remains "contractually bound to CBS," where he will be paid for another one-and-a-half years.
"I have to be mindful of CBS and respect the contract," Mr. North said, even though he doesn't expect to do any more work for Channel. 2.
When I pushed further, telling him it sounds like he's been told Fox doesn't have much for him, he said, "I've had a lot of great things happen in the last 17-18 years. I might decide I want to take a long break. I'm being paid not to play."
I told Mr. North I had a hard time seeing him slow down. He quickly responded by reminding me of the newspaper deal he has with the Sun-Times. He and Mr. Jiggetts write point-counterpoint columns. Mr. North buys the page from the paper and then sells the ads himself.
"It's the wave of the future," he said.
Mr. North said he also is working on a book deal, and, get this, a possible movie loosely based on his life.
"I have a lot of balls in the air," he said.
Mr. North now is 57. He joked, "Hopefully I've restored a few of those brain cells (he killed along the way)."
He insists he is a long way from being finished. The next challenge awaits.
"It's like that old Elton John song: 'I'm still standing,' " Mr. North said. "
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Movie? WTF?
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