Dec 5, 2012, 10:52 AM EDT
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.
Apr 18, 2014, 12:56 AM EDT
This is exactly what you’ve been waiting for — a dramatic reading of Space Jam including Blake Griffin and D’Andre Jordan.
Apr 17, 2014, 11:18 PM EDT
We may not see him on the sidelines of TNT games these playoffs.
Apr 17, 2014, 9:38 PM EDT
Center has $3.8 million player option
Apr 17, 2014, 8:34 PM EDT
All would make strong hires
Apr 17, 2014, 7:05 PM EDT
Adidas rolls the dice on a young guard with potential. Not a bad business plan.
Apr 17, 2014, 5:57 PM EDT
Both are likely first round picks in the teens or early 20s.
The Al Jefferson Effect: Now that the Bobcats are playoff-bound, how they want their big man to help next
Apr 17, 2014, 4:53 PM EDT
What affect will Jefferson have on the development of Kemba Walker, Bismack Biyombo, Michael Kidd-Gilchrist and Cody Zeller?
Apr 17, 2014, 4:50 PM EDT
Raptors fans are pumped for the playoffs.
Apr 17, 2014, 4:00 PM EDT
Can you blame them?
Apr 17, 2014, 3:59 PM EDT
Ballots show a tight race
Apr 17, 2014, 3:15 PM EDT
It really comes down to this: Does he trust Phil Jackson and Knicks management to build a winner quickly?
Apr 17, 2014, 2:40 PM EDT
You put your money where your heart is, and your heart clearly follows LeBron James and the Heat.
Apr 17, 2014, 2:11 PM EDT
Bucks didn’t win back-to-back games all season
Kobe tells Lakers’ fans to “flush” last season, has been cleared to run, shoot, prepare for next season
Apr 17, 2014, 1:33 PM EDT
Kobe may be in France but he still had time to tweet Lakers fans and tell them things will be better next season.
Apr 17, 2014, 12:55 PM EDT
He is as high on some boards as No. 1, but likely goes No. 3. However no freshman near the top of this board will have a bigger immediate impact in the NBA — his offensive game is NBA ready.
Apr 17, 2014, 12:10 PM EDT
This both has been expected and is mutual, according to the buzz around the league.
Apr 17, 2014, 11:20 AM EDT
Hill previously reported to be a candidate for a job
Apr 17, 2014, 10:44 AM EDT
Pistons forward: ‘I’ve censored myself’
Apr 17, 2014, 10:11 AM EDT
Get ready for an intense playoff series
Apr 17, 2014, 9:40 AM EDT
Irving talks as if he wants to stay in Cleveland
- Son tweets Craig Sager has acute leukemia 5
- The Al Jefferson Effect: Now that the Bobcats are playoff-bound, how they want their big man to help next 6
- 2014 PBT Awards: Coach of the Year 22
- Carmelo Anthony: “I want to come back…I also want to win.” 42
- Kobe tells Lakers’ fans to “flush” last season, has been cleared to run, shoot, prepare for next season 50