Dec 5, 2012, 10:52 AM EST
Deron Williams wants to make sure Deron Williams gets fair coverage. So he hired a reporter to cover him.
It’s a continuation down the road journalism is taking — newspapers are struggling, more people are getting their news online at places like this (and NBCNews.com) but companies are still trying to figure out how to make that profitable like papers. Meanwhile teams are hiring their own reporters to cover the team and even break some stories — but always with a positive spin.
And now D-Will has his own beat reporter for his own site, something Kobe Bryant has done before but Williams has taken to a new level, according to a story in the Wall Street Journal (at tip to Craig at our sister blog HardballTalk, who apparently reads the WSJ daily):
He employs his own team of beat writers. Their mission? Spread the gospel of D-Will on his website, DeronWilliams.com….
Taking all that into account, DeronWilliams.com is cutting edge. Operated by a company called Athlete Interactive, the site has Williams-centric game stories, Williams-centric features and Williams-centric photo galleries. The site’s editors shoehorn “Williams” or “D-Will” into roughly 90% of their headlines, which, to be fair, is sort of the point. The headline of one particularly exhaustive 1,850-word game story last week: “D-Will Stars as Nets Topple Knicks.” “They do a great job of making sure it’s personalized,” Williams said.
This isn’t muckrake journalism—Williams and his representatives at Excel Sports Management get to vet everything that goes live on the site—but they feel it serves a purpose. Launched not long after the Jazz traded Williams to the Nets in 2011, it was originally conceived as a way to enhance his appeal to sponsors in a new market. Jaymee Messler, the senior vice president for marketing at Excel, described it as “creating a larger brand portfolio” for him.
This is all about business, spinning story and controlling (as best one can) the brand identity. That’s why teams have reporters — they don’t spend time speculating on a coach’s job or what player is slumping and losing minutes like fans do, they report what is going on but with a team-sensitive spin. It’s not to say these men and ladies don’t do good work, some do very good stuff and understand how to use the access they have to provide insights, but they have to do it within a box.
So if you have the money — and with his new $99 million deal this summer he has the money — it makes sense for a top player to have his own writer to promote the brand. To keep up what he is doing on Facebook. To spin stories for him.
It’s smart. It just means media consumers — people like you if you are reading this — need to be smart and understand the motives of all the writers you read.
Dec 6, 2013, 3:22 PM EST
The Lakers are in Sacramento tonight. Kobe Bryant will be at his home in Newport Beach, trying to get his daughters to turn off the “Muppets Christmas Carroll” so he can watch the game. But Sunday night he could be back in the game. The Lakers play the Raptors Sunday at Staples Center. The call…
Dec 6, 2013, 3:02 PM EST
Dana Barros, a little point guard out of Massachusetts who got to play for the Celtics as part of a 14-year NBA career, and while there he set a record: Eighty-nine consecutive games with a made three. If Kyle Korver knocks down a three Friday night when the Hawks host the Cleveland Cavaliers Korver will…
Dec 6, 2013, 2:19 PM EST
I would say the fact Houston has put Omer Asik on the trade block is the worst kept secret in the NBA, except it’s not a secret. Everybody knows it. The only questions are when he gets moved and where he lands. Talks have not progressed all that quickly because while other teams come in…
Dec 6, 2013, 1:54 PM EST
“They hate me, they hate me. I don’t know why, but it is what it is. I already know I’ve got the target on my back, but I’ll play through it; I don’t care. I really don’t. It doesn’t bother me none. If I get a call, I get a call. If I don’t, I…
Dec 6, 2013, 1:45 PM EST
The USA Today has a fantastic feature speaking to Rajon Rondo’s high school coach, Steve Smith (not the player Steve Smith, different guy). It’s well done, you can learn about Rondo as a young player. Then came this interesting tidbit when Smith was asked if he thought Rondo could bounce all the way back from…
Dec 6, 2013, 1:00 PM EST
Apparently Glen Davis was a big child. Very big. Big Baby just returned to the lineup for the first time since last January, when he broke a bone in his foot that took two surgeries to repair properly. He’s looked pretty good since coming back — he had 33 points in the game against Philadelphia…
Dec 6, 2013, 12:39 PM EST
Dwyane Wade is going to be taking a lot of games off this season as the Heat try to rest his knees for the playoffs. It started in the second game of the season and it will continue as he has been out 5 of the Heat’s 19 games (he missed the Bulls game Thursday…
Dec 6, 2013, 11:38 AM EST
Brook Lopez’s second season in the NBA the Nets went an ugly 12-70 (with him as their best player). This wasn’t a team trying to tank for the draft — the Nets got the third pick thanks to the lottery and chose Derrick Favors, who was moved in the Deron Williams deal — this was…
Dec 6, 2013, 11:12 AM EST
When the Knicks got Andrea Bargnani the sales pitch from the pro-Bargnani side was he could do things Steve Novak couldn’t — play some defense in the post and put the ball on the floor and blow by guys. Whether those skills are really worth $23 million over two years is now a moot question,…
Dec 6, 2013, 10:50 AM EST
LeBron James doesn’t like wearing his new shoes. I mean literally his shoes — the LeBron 11 by Nike. Usually if you have a signature shoe you wear it, and in LeBron’s case when he slips on the shoe it’s a lot of free promotion considering the spotlight on him. LeBron outsells any current player…
Dec 6, 2013, 8:44 AM EST
As Holly MacKenzie and plenty of other women will tell you, proposing to your girlfriend at a sporting event is your idea of a cool proposal, not hers. But if your girlfriend is a “Luvabulls” dancer in Chicago (that’s what they are called, it’s not my name) you can get away with it if you borrow…
Dec 6, 2013, 8:00 AM EST
Over the years, Dirk Nowitzki has cemented his status as one of the most unguaradable players in NBA history. There have been better scorers, and there have been better shooters, but Nowitzki is second-to-none when it comes to getting his shot off. It would be easy to peg Nowitzki’s 7-foot frame as the sole reason…
Dec 6, 2013, 2:38 AM EST
Our nightly grades from around the NBA, or what you missed while singing Doe, a deer, a female deer… Ray, a drop of golden sun… Mike Woodson, coach New York Knicks. For a night, the Knicks looked pretty good and so Woodson can sleep without the Sword of Damocles hanging over his head. The core…
Dec 6, 2013, 2:11 AM EST
This is the Chicago Bulls that are hard to beat, Derrick Rose or no Derrick Rose. Since Rose went down with a torn meniscus the Bulls have struggled at both ends of the floor — they had been giving up 13 more points per 100 possessions defensively than they had with Rose. That was just…
Dec 5, 2013, 11:21 PM EST
NEW YORK – In a game that was supposed to be a lively and competitive rivalry contest between two teams who share a city and began the year sharing aspirations of contending for a title, the end result was to fans what the entire season has been for both the Knicks and the Nets —…
Dec 5, 2013, 10:38 PM EST
NEW YORK – The Knicks ended their nine-game losing streak with a blowout win over the Nets in Brooklyn, and early in the fourth with the game already decided Kevin Garnett and Andrea Bargnani got into a brief scuffle that resulted in both players being assessed technical fouls. Garnett is normally the one to blame…
Dec 5, 2013, 9:53 PM EST
Otto Porter could make his Washington Wizards debut this weekend. He has been out since before training camp with a hip flexor injury, but the No. 3 pick overall could get some NBA action soon. And teammate Marcin Gortat is worried about him. Jokingly. But Porter’s slight frame (6’9, 198 pounds) became a joke, as…
Dec 5, 2013, 8:51 PM EST
Dwyane Wade missed the Heat shootaround on Thursday, he was back at the hotel with what the team called “flu like symptoms.” That will now keep him out of the Heat’s game Thursday night against the Bulls, reports Ira Winderman of the Sun Sentinel. Wade has missed several games this season to rest his knees,…
Dec 5, 2013, 7:24 PM EST
Michael Carter-Williams is becoming must-see NBA TV — 17.7 points a game plus 7.3 assists a game playing at the fastest pace in the league. And don’t forget the 3.1 steals a game. But this weekend the early leader in the Rookie of the Year race will be sitting out with a sore knee. He…
Dec 5, 2013, 5:52 PM EST
Nelson Mandela, the iconic former president of South Africa who helped lead his nation out of the apartheid era to one of more equality, has passed away at the age of 95. The loss is humanity’s, but the world is better off for his full and purposeful life. NBA Commissioner Stern issued this statement on…
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