Rich Shertenlieb has experienced the full spectrum of Boston sports radio. He helped launch 98.5 The Sports Hub in 2009 and played a key role in its ascent to the top of the market. He also faced the industry’s harsh realities, leaving a morning show on Boston music radio after 17 years when the opportunity was cut short due to a company-wide reduction in force, despite promising growth.
Now, over a year after stepping away from the Boston radio scene, Shertenlieb has made a return to sports radio at WEEI, taking over the afternoon drive slot.
“From the very beginning when the Sports Hub launched… I remember telling Mike Thomas and Mark Hannon that I hate WEEI and everything that they do,” Shertenlieb recalled, referring to his 2009 morning show debut on 98.5 The Sports Hub. “I can’t do what they do over there. They’re the angriest people I’ve ever heard discussing things that bring me joy.”
The rivalry he helped build against WEEI proved successful. But time has passed, and last month a new opportunity emerged. Moreover, several key figures who built the Sports Hub’s foundation now work at Audacy’s WEEI.
Shertenlieb said his decision to return was based on strengthened relationships and his love for sports. “I love Boston sports. It’s the format that I’m the most comfortable with. I’ve been lucky enough to do sports radio at the highest levels. I know that Mike Thomas programs the format better than anyone else,” he explained. “He’s putting a lot of resources into the program. When you have a situation like that, it’s tough to say no.”
Cultivating Chemistry
That comfort extends to Shertenlieb’s new WEEI afternoon team, which blends familiarity with novelty. The trio reunites him with former New England Patriots linebacker Ted Johnson, a colleague he knows well, and includes Ken Laird, WEEI’s brand manager.
When Shertenlieb learned he was returning to sports radio, one of his first moves was to connect with Laird on a personal level. “Ted and I have chemistry already. Ken and I, we went out to lunch and had some meetings. We didn’t even talk about the show or the format. I wanted to get to know about his life,” Shertenlieb said. “That’s the thing about this format in Boston. Sports will fall in your lap. You’re bathing in sports. That part we have covered, but I want to know about you and everything about you… Because at times, we need to talk about each other and our lives on the air.”
This personal connection has proven vital. Just weeks into the WEEI show, he already appreciates his team and staff. He admits he is overly loyal to those around him as he aims to build a legitimate competitor in the time slot.
Despite the ratings challenge against an established rival, Shertenlieb knows success takes time. “The one thing about a new show, it takes reps to get things correct. Every show that I’ve ever launched, the first six months are just a mumbled mess because you’re developing that chemistry,” he said.
Approach Is Everything
The content approach is straightforward: sports-first, but with the fun and authenticity that Boston sports fans desire. “I’m not going to go over WAR stats on a series that nobody cares about in the middle of July,” Shertenlieb said.
