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 1, 2015, 9:10 AM EDT
Apr 1, 2015, 8:30 AM EDT
Hollins believes what he believes, evidence to the contrary be damned.
Apr 1, 2015, 8:00 AM EDT
He was the reason the Clippers were close to the Warriors.
Apr 1, 2015, 1:34 AM EDT
We may have to watch the Nets in the playoffs. Lord help us all.
Apr 1, 2015, 12:50 AM EDT
Curry just dropped the best defensive point guard in the NBA.
Mar 31, 2015, 11:00 PM EDT
The deer is angrier
Mar 31, 2015, 10:00 PM EDT
Curry and Harden seem to be the frontrunners.
Mar 31, 2015, 9:00 PM EDT
“Not what I envisioned coming into this season. But I’m here and ready to conquer this journey.” —Kevin Durant
Mar 31, 2015, 7:59 PM EDT
Which is easier to insult, the Lakers or Justin Bieber?
Mar 31, 2015, 7:20 PM EDT
Harrell a potential lottery pick, Rozier a potential first rounder
Mar 31, 2015, 6:29 PM EDT
It’s impossible to ever really define and entire large city in one bit of writing. But this story comes as close to defining the intricate relationship of San Antonio with the Spurs as you are going to see.
Mar 31, 2015, 5:38 PM EDT
Redick, who once looked like a bust given oversized expectations, playing big role for surging Clippers
Mar 31, 2015, 4:56 PM EDT
This was fun frustration
Mar 31, 2015, 3:44 PM EDT
Knicks fans should be patient with this season. Optimistic… that’s a tough sell.
Mar 31, 2015, 2:59 PM EDT
LeBron names his three, and says after that he has ‘a bunch of teammates.’
Mar 31, 2015, 2:00 PM EDT
It had been hoped that Beverley might be available to return later in the postseason.
Mar 31, 2015, 1:20 PM EDT
Mar 31, 2015, 12:40 PM EDT
We already knew Durant was done for the season, but the Thunder have updated his status.
Mar 31, 2015, 12:00 PM EDT
Green is trying to downplay rivalry with Clippers coach, and is dealing with inflammation in his shins.
Kyrie Irving on his relationship with LeBron James: ‘I don’t want to say it’s not been rocky at all’
Mar 31, 2015, 11:20 AM EDT
Things are clicking now in Cleveland, but it wasn’t that way at the beginning of the season.
- Anthony Davis says James Harden should be MVP 17
- Stop judging J.J. Redick by his Duke days if you haven’t already 5
- Thunder say Kevin Durant underwent successful bone graft surgery, will return in 4-6 months 4
- Five Things We Learned in NBA Monday: DeMar DeRozan went Harden on Harden 12
- Derrick Rose returns to full-contact practice, Bulls return date still unknown 13
- Report: Sacramento consultant Chris Mullin to take St. John’s head coaching job 4
- PBT Extra: Taking twitter questions on Clippers, Michael Carter-Williams, more 7
- PBT’s NBA Power Rankings: Cream rising to top as playoffs near 28