In the dynamic and often unpredictable world of sports media, Bill Reiter’s recent 18-month journey stands as a testament to resilience and unwavering passion. After a series of professional upheavals, including departures from CBS Sports and the dissolution of his national radio show, Reiter has successfully landed his ideal position as the afternoon drive host at 97.1 The Fan in Los Angeles. This period, characterized by both significant setbacks and renewed opportunities, ultimately led him to a role where he can authentically engage with sports fans in his beloved home city.
Reiter, who identifies as a storyteller at heart, built an impressive career transitioning from award-winning journalism to a multi-platform presence in radio and television. For over a decade, he served as a vital link between fans and the most significant events, narratives, and personalities in the sports world. However, a pivotal shift occurred in June of the previous year when he decided to concentrate solely on radio, a medium he had grown to cherish. This decision came after a mutual agreement with CBS Sports to part ways, which Reiter candidly described as a situation where his services were no longer desired, though he cherished his radio work with Infinity Sports Network.
Just months later, another unforeseen change presented itself. As Audacy and Cumulus Media collaborated to establish the Westwood One Sports Network in December, Reiter's daily national radio program was discontinued. This left him without a platform for his sports discussions, marking a significant professional blow. Despite this, he did not dwell on the past. With the permission of Audacy executive Jeff Sottolano to retain the intellectual property for his 'Reiter Than You' podcast, he continued to produce episodes via Substack, maintaining a connection with his dedicated listeners during his job search.
The search for a new role was particularly challenging as Reiter prioritized remaining in Los Angeles. He turned down several opportunities that would have required him and his family to relocate. Just as his hope began to wane, a pivotal message arrived. Andrew Williams, the brand manager for 97.1 The Fan, reached out, initiating a series of conversations and auditions. Reiter had long been aware of rumors regarding Audacy's intention to launch an FM sports talk station in Los Angeles, and these discussions, which often seemed to stall, now appeared to be gaining momentum. His test shows with various co-hosts eventually led to an offer to anchor the afternoon drive slot, a significant win for him personally and professionally.
In May, Reiter was officially named the afternoon drive host for 97.1 The Fan, alongside co-host Doug McKain, a digital reporter highly regarded for his coverage of the Los Angeles sports scene. Reiter openly admitted that McKain wouldn't have been his initial choice for a co-host, highlighting the often-unpredictable nature of team dynamics in radio. However, he quickly discovered McKain to be an exceptional partner, praising his professionalism and deep knowledge of the Dodgers. This unexpected pairing has resulted in the smoothest professional transition Reiter has ever experienced, fostering a strong on-air chemistry.
Reiter embraces the challenge of leading the afternoon drive on Los Angeles's only FM sports station, a time slot known for its competitive landscape and prominent personalities. Rather than feeling pressured, he appreciates the trust Audacy has placed in him. He aims to establish a show that genuinely represents Los Angeles sports fans, providing candid, well-researched, and critical commentary. The station's lack of broadcasting rights, he notes, offers a unique liberation, allowing him and McKain the freedom to express their honest opinions without restriction.
Reiter acknowledges the inherent risks of voicing strong opinions in live sports radio, where criticism can come from both colleagues and listeners. He recalls an instance where fellow host Derek Fisher challenged his characterization of LeBron James as a "mercenary," leading to an engaging, albeit uncomfortable, on-air discussion. Reiter, with his journalism background, is accustomed to such discomfort and believes it is an essential part of the medium. He views these exchanges as opportunities to respect and engage with the audience, highlighting the importance of honesty and edginess in his broadcasts.
Three months into the launch of 97.1 The Fan, Reiter is confident that both the show and the station are just beginning to make their mark on local sports enthusiasts. He expresses immense satisfaction with his current role, noting that he has never been happier in his professional life. Reiter is committed to making the most of this opportunity, driven by a desire to create an exceptional radio show and contribute to the station's success. The journey underscores that careers in sports media are rarely linear, often involving unexpected turns, but a persistent belief in authentic conversation and live radio can lead to the most fulfilling outcomes.
