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 26, 2015, 9:33 PM EDT
Another stellar performance from John Wall buries Toronto’s season.
Apr 26, 2015, 9:17 PM EDT
The Clippers needed their big stars to step up Sunday or they were going to be in a very deep hole. They got it.
Apr 26, 2015, 6:31 PM EDT
Blake Griffin grabbed 19 rebounds, and Austin Rivers (!) chipped in 16 points in 17 minutes off the bench.
Apr 26, 2015, 6:30 PM EDT
With the new salary cap, Davis’ deal could approach $140 million.
Apr 26, 2015, 5:18 PM EDT
Kevin Love gets hurt, Cleveland gets revenge, and Boston gets swept
Apr 26, 2015, 4:58 PM EDT
Conley suffered the injury in Memphis’ Game 3 win in Portland.
Apr 26, 2015, 4:30 PM EDT
It sounds like he’s taking a victory lap.
Apr 26, 2015, 2:55 PM EDT
Smith could face suspension.
Apr 26, 2015, 1:25 PM EDT
He will not return Sunday.
Apr 26, 2015, 12:30 PM EDT
Apr 26, 2015, 11:00 AM EDT
“He’s the guy they want,” the report says.
Apr 26, 2015, 9:30 AM EDT
Players were given the option by the team’s GM, but Aldridge — who will be an unrestricted free agent this summer — was the only one who chose to leave.
Apr 26, 2015, 8:00 AM EDT
He was getting his buckets at the rim or on the right side of the floor.
Apr 26, 2015, 2:37 AM EDT
Memphis’ offense was the best it has looked this series.
Apr 26, 2015, 1:24 AM EDT
There is no update on the severity of his injury yet.
Apr 26, 2015, 12:07 AM EDT
Jared Dudley’s pass was fantastic.
Apr 25, 2015, 10:50 PM EDT
Golden State wins Game 4, 109-98
Apr 25, 2015, 9:00 PM EDT
Milwaukee forced 26 Chicago turnovers, a season high.
Mark Cuban shouts at Adam Silver to complain about foul calls during Mavericks’ Game 3 loss to Rockets
Apr 25, 2015, 8:30 PM EDT
Silver was in attendance for Game 3 between the Mavericks and the Rockets.
Apr 25, 2015, 6:59 PM EDT
Nets now trail the Hawks 2-1 in the series.
- Wizards blow out Raptors to complete first-round sweep 0
- Chris Paul scores 34 points, Clippers win Game 4 to even series with Spurs 6
- Cavaliers advance to second round – but but maybe lose Kevin Love and moral high ground in process 40
- Mike Conley out for Game 4 with “serious” facial injury, no timetable for return 5
- Grizzlies start fast, hang on to beat Portland, take 3-0 series lead 2
- Bucks outwork Bulls, stay alive on Jerryd Bayless game-winner 6
- Nets use 18-0 second-half run to secure Game 3 victory over Hawks 6
- Mavericks coach Rick Carlisle fined $25K for publicly criticizing officials after Game 3 loss to Rockets 10