Courtesy Milwaukee Journal Sentinel

(February 5, 2009) The Milwaukee Brewers and WTMJ-AM (Radio 620) are closing in on a replacement for radio broadcaster, who is leaving to become the play-by-play man for the Atlanta Braves. Cory Provus of WGN in Chicago appears to be the leading candidate.

For the most part, both the team and the station have been quiet about the process. As a result, I asked Sandy Montag, perhaps best known as the agent for John Madden, what teams and radio stations are looking for in a broadcaster,

Baseball fans, he said, generally have a relationship with a radio broadcaster, largely because of baseball's long history and the fact that so many games are played each season. "You start to generate an affinity through the radio broadcaster," Montag said in a telephone interview.

"They are looking for someone who has a connection to the fan. You don't want a homer. They want someone who is objective and fair and someone who has a connection to the fans," Montag said.

The broadcaster has to be able to paint a picture for the fan driving in the car, sitting at home or sitting in the stands, he said.

The market, Montag said, is highly competitive. The Brewers have said they are looking at candidates who have major league experience.

There are also sponsors to consider, Montag said. "If there is a major sponsor who is against the hire for whatever reason, they have to take that into consideration," he said. "They may not want to talk about that publicly, but you don't want to do something with a bad business sense."

Ultimately, the decision is a subjective one, he said. It's the person who sets the right tone, has the right voice quality and is someone who can fit in.

That's not a small matter as far as the Brewers are concerned. Bob Uecker is the Hall of Fame broadcaster, and it will be crucial that the new person fit in with him.

The Brewers hope to have someone in place for the first spring training game.