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.
May 30, 2015, 5:00 PM EDT
Bogut claimed the Warriors’ series against the Grizzlies was more physical than the one against the Rockets, despite “aired fists and elbows” from Dwight Howard.
May 30, 2015, 3:30 PM EDT
Harden couldn’t do it all by himself.
May 30, 2015, 2:00 PM EDT
Oden was last seen with the Heat in 2014, but Memphis may have him in for a free agent workout next month.
May 30, 2015, 12:30 PM EDT
May 30, 2015, 11:00 AM EDT
Report also says it’s expected that Wade and the Heat will work things out.
May 30, 2015, 9:30 AM EDT
He played good defense in the conference finals, the numbers show.
May 30, 2015, 8:00 AM EDT
He’s the frontrunner right now.
Doc Rivers on report that Chris Paul and DeAndre Jordan had a falling out: ‘I can put this to rest: They get along great’
May 30, 2015, 12:01 AM EDT
It’s literally Rivers’ job to quash these types of rumors.
May 29, 2015, 11:00 PM EDT
Why should he?
May 29, 2015, 10:00 PM EDT
Sefolosha suffered a leg fracture during a police incident that kept him from participating in the playoffs.
May 29, 2015, 9:00 PM EDT
Would you pay $700 for two pairs of sneakers?
May 29, 2015, 8:00 PM EDT
Jeff Hornacek remains in charge, but there has been some shuffling among his assistants.
May 29, 2015, 7:01 PM EDT
There are questions about the future of Josh Smith, Patrick Beverley and others with the team.
May 29, 2015, 6:15 PM EDT
The two most popular players in the NBA this season (with Kevin Durant out) go head-to-head on the NBA’s biggest stage.
May 29, 2015, 5:29 PM EDT
Cleveland’s defense has looked better in the playoffs than it has all season, but starting next Thursday it will get the biggest test it has had all season.
May 29, 2015, 4:53 PM EDT
Skiles is a former Magic player from 1989 through 1994.
May 29, 2015, 4:30 PM EDT
Ayesha Curry cooks, Stephen Curry tastes, and Riley Curry points out raspberry-sauce spills
May 29, 2015, 3:45 PM EDT
Would hiring Thibodeau really a wise call by the Pelicans?
May 29, 2015, 3:09 PM EDT
The NBA needs to review this process going forward.
May 29, 2015, 2:14 PM EDT
Warriors guard passed, but not enough time had passed to determine his health
- PBT Extra with NBASavant.com: Number shows Matthew Dellavedova’s defensive value 2
- PBT Extra with NBASavant.com: Cleveland may want to cover Curry in the left corner 2
- It’s official: Scott Skiles hired as head coach of Orlando Magic 27
- PBT Podcast: Talking Thibodeau/Bulls divorce; future for Rockets, Hawks 0
- Warriors’ Klay Thompson officially diagnosed with concussion 22
- Klay Thompson should not have been cleared to return to Game 5 after concussion evaluation 17
- Dwight Howard suspended one game after foul switcheroo 18
- Three coaches who may replace Tom Thibodeau in Chicago 15