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.
Sep 17, 2014, 9:25 PM EDT
Sanchez played for St. John’s, Dominican Republic national team
Sep 17, 2014, 8:30 PM EDT
Miami also hires Chris Quinn promotes David Fizdale
Sep 17, 2014, 7:35 PM EDT
Asik and Davis could be one of the NBA’s best defensive front lines.
Sep 17, 2014, 6:48 PM EDT
Brooklyn needs someone behind Brook Lopez and Mason Plumlee
Sep 17, 2014, 5:55 PM EDT
This is a killer addition.
Sep 17, 2014, 4:59 PM EDT
Sep 17, 2014, 4:12 PM EDT
Five games is the standard marijuana suspension, and you have to test positive three separate times to earn it.
Sep 17, 2014, 3:26 PM EDT
Jennings only shot 52 percent around the rim last year, maybe the muscle helps. Maybe.
Sep 17, 2014, 2:55 PM EDT
Chris Bosh is taller than Ellen DeGeneres, which leads to much humor. I guess.
Sep 17, 2014, 1:59 PM EDT
His veteran, playoff-tested presence will be big on this team.
Sep 17, 2014, 1:19 PM EDT
This is all we want to see out of the Timberwolves anyway.
Sep 17, 2014, 1:00 PM EDT
No. Just… no.
Sep 17, 2014, 12:25 PM EDT
Cousins has won over Team USA’s brain trust.
Sep 17, 2014, 11:44 AM EDT
There’s a lot of room for improvement, let’s just say.
Sep 17, 2014, 11:05 AM EDT
Kyrie is going to have to adjust to a different role on the Cavs, but if he does watch out.
Sep 17, 2014, 10:00 AM EDT
Rajon Rondo looms over everything – on and off the court
Sep 17, 2014, 9:31 AM EDT
This is long overdue.
Sep 17, 2014, 9:01 AM EDT
He may not start but he will get plenty of run this season.
Sep 17, 2014, 8:30 AM EDT
Dominique Wilkins is one, but you know the hedge fund guys are in, too.
Dwight Howard’s driver’s license in Florida suspended, he racked up 10 red light violations in Orlando
Sep 17, 2014, 8:00 AM EDT
He has 10 citations for running red lights. Impressive, I don’t care how many sports cars you own.
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