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.
Aug 22, 2014, 12:59 AM EDT
This had been expected.
Aug 21, 2014, 8:59 PM EDT
Knicks finally considering the importance of developing young talent for the future.
Aug 21, 2014, 7:31 PM EDT
Wiggins too, while guys like Alexey Shved will be sent to the Sixers.
Aug 21, 2014, 6:12 PM EDT
Gone are the days when Shaq would have used this as an opportunity to take a shot at Kobe.
Aug 21, 2014, 5:02 PM EDT
Why give up assets now, when either player could be signed outright as an unrestricted free agent next summer?
Aug 21, 2014, 3:59 PM EDT
Stephen Curry: “We’re still taking applications.”
Aug 21, 2014, 3:04 PM EDT
He denied this yesterday.
Aug 21, 2014, 1:59 PM EDT
Video of Durant telling this humorous story.
Aug 21, 2014, 1:08 PM EDT
Silver says it’s ultimately the individual athlete’s personal choice.
Aug 21, 2014, 12:10 PM EDT
Being Jeremy Lin’s parent must be an interesting experience. What do you say to him to correct him.
Aug 21, 2014, 11:30 AM EDT
It’s a great move, one Irving pulls off almost ever game.
Aug 21, 2014, 10:45 AM EDT
Patience is the right play here. And patience is never popular with any fan base.
Aug 21, 2014, 10:15 AM EDT
Coming back off foot surgery, this is a good thing.
Aug 21, 2014, 9:45 AM EDT
Blatt can coach, but if it takes a season for the Cavaliers to find their identity (as it did with LeBron in Miami) will he get the chance to stick around for it?
Aug 21, 2014, 9:16 AM EDT
If you’re now rebuilding in Minnesota, why trade Bennett?
Aug 21, 2014, 8:44 AM EDT
Drummond is still a likely cut,
Aug 21, 2014, 8:00 AM EDT
It’s all business for KD with Roc Nation getting in the act.
Aug 21, 2014, 1:33 AM EDT
He also was a scoring machine at the showcase in Las Vegas.
Aug 20, 2014, 11:15 PM EDT
16 players will practice and be available for Friday’s game against Puerto Rico, but the roster needs to be trimmed to 12 in advance of the FIBA World Cup.
- Adam Silver: NBA stars playing in international competition face ‘a big risk’ 12
- Derrick Rose says he’ll play Friday vs. Puerto Rico 11
- Report: Don’t be so sure on Anthony Bennett to Philadelphia rumors 54
- Report: Nike gets chance to match 10-year, $265 million offer to Kevin Durant from Under Armour 17
- Should NBA coaches get NFL style challenge flags? 18
- Report: Suns discussing trade possibilities for Eric Bledsoe 34
- Report: Sixers may look to trade for Amar’e Stoudemire at this season’s deadline 32
- Kevin Durant reiterates that rest was his reason for withdrawing from Team USA 11