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.
Mar 15, 2014, 12:30 PM EDT
After playing out consecutive 10-day contracts, the Nets have signed Jason Collins for the remainder of the season.
Mar 15, 2014, 11:00 AM EDT
Kenneth Faried showed why the Nuggets would have been crazy to trade him at the deadline, as he helped send the Heat to their fifth loss in six games.
Mar 15, 2014, 9:30 AM EDT
Ultimately Thomas Wolfe will be proven right, you can’t go home again. Not even Phil Jackson. It’s easy to sit back and list the reasons Jackson’s return to the team that drafted him, taking over basketball operations of the New York Knicks, will not work: James Dolan; Jackson has never had any front office experience before;…
Mar 15, 2014, 8:00 AM EDT
Evan Turner wasn’t initially that fond of the Sixers new GM, but he may have changed his mind on his way out of town.
Mar 15, 2014, 12:46 AM EDT
I wouldn’t say Utah’s Enes Kanter dunks on the Clippers’ DeAndre Jordan because that implied Jordan got in his way. Jordan went for the block but kind of tried to swipe it as Kanter went by. Didn’t work, big dunk for the Jazz. The Clippers went on to win the game 96-97, their 10th consecutive…
Mar 14, 2014, 11:02 PM EDT
Tony Wroten of the Sixers became the latest player to experience a shoe malfunction.
Mar 14, 2014, 9:31 PM EDT
Pau Gasol believes that Kobe had every right to demand the Lakers put together a team capable of winning immediately.
Mar 14, 2014, 8:03 PM EDT
Paul Pierce continues to play up his hatred of the Knicks.
Jermaine O’Neal explains his reasoning for confronting Blake Griffin outside locker room following loss to Clippers
Mar 14, 2014, 6:36 PM EDT
Blake Griffin apparently did something on the court that, at least in Jermaine O’Neal’s eyes, crossed the line.
Mar 14, 2014, 5:35 PM EDT
After a disaster of a season in New York, Knicks owner James Dolan has made his bold move to save face. Now we will see if it actually turns the franchise around. The Knicks have announced they will “hold a press conference on Tuesday, March 18 to make a major announcement.” That would be the…
Mar 14, 2014, 4:59 PM EDT
For the big Thursday night game where the Bulls showed up ready to play and the Rockets just showed up, TNT mic’d up Carlos Boozer for the game. And he talked. And talked. And yelled “and one” at the top of his lungs. And talked. Tomike Shengelia doesn’t want to listen and Boozer keeps talking.…
Mar 14, 2014, 3:55 PM EDT
By the time Phil Jackson signs with the Knicks it feels like Ted Mosby will have met the mother of his children. Finally. Pretty much every source in the universe says a deal is close, that includes Ramona Shelburne and Chris Broussard of ESPN. Todd Musburger, Jackson’s Chicago-based agent, is in Los Angeles to finalize…
Mar 14, 2014, 2:58 PM EDT
Mike Woodson knows what is coming. It is expected that some time in the next 72 hours Phil Jackson will put pen to paper and become the president of basketball operations for the Knicks. When the season ends he’s going to clean house (CAA is not going to enjoy the experience), bringing in his people…
Mar 14, 2014, 2:08 PM EDT
Jimmy Fallon has been looking into buying a truck, this is the one he needs. Tim Duncan teamed up with Gunn Chevrolet in the San Antonio area to customize a 2014 Silverado for a giveaway. If you didn’t know, Duncan is a bit of a car nut and owns Blackjack Speed Shop, a customizing shop…
Mar 14, 2014, 1:22 PM EDT
Phoenix has to turn things around. Fast. The team is 3-7 in their last 10 and in the deep Western Conference that spells trouble — they have tumbled out of the playoffs and now are two games back of Memphis and Dallas in trying to get the last ticket to the postseason dance. Jeff Hornacek…
Mar 14, 2014, 12:44 PM EDT
The Boston Celtics and Rajon Rondo have had better days behind them. In front of them too, they hope. Boston will miss the playoffs for the first time in seven seasons, and Rondo missed the All-Star Game for the first time in four years. To avoid repeating either outcome, Rondo must get fully healthy. That’s…
Mar 14, 2014, 12:12 PM EDT
This is what makes Inside the NBA on TNT great. You can be sure some star almost fell asleep on the set of a Sunday morning football show this year, but they got him some coffee and kept it off the air. Not Inside the NBA. They show Charles Barkley nodding off and the guys…
Mar 14, 2014, 12:00 PM EDT
Terrence Ross has won a Dunk Contest. He scored 51 points in a game. He starts for the Eastern Conference’s third-best team. But he still has to take out the trash when he goes to his mom’s house. Raptors.com interviewed Ross with his mom, Marcine Ross, when Toronto played in his hometown of Portland last…
Mar 14, 2014, 11:30 AM EDT
Michael Jordan is commonly accepted as the best NBA player of all time, though occasionally someone else believes a different player belongs No. 1. Consider Kevin Durant among those dissenters. At least partially Durant on Kobe Bryant, via Mark Medina of the Los Angeles Daily News (hat tip: Matt Moore of Eye on Basketball): “He’s…
Mar 14, 2014, 11:00 AM EDT
In ESPN’s Fab Five documentary, Jalen Rose discussed how he felt about Duke while playing at Michigan. Rose: I hated Duke, and I hated everything I felt Duke stood for. Schools like Duke didn’t recruit players like me. I felt like they only recruited black players that were Uncle Toms. To many, that’s still the…
- Nets announce signing of Jason Collins for remainder of the season 0
- Phil Jackson to Knicks could work. It probably won’t, but it could. 10
- Pau Gasol says Kobe was right to rip Lakers front office 29
- It’s confirmed: Phil Jackson returns to Knicks to head up front office, revive franchise 29
- Kevin Durant: Kobe Bryant and Michael Jordan are greatest of all time 64