A recent New York Times story about sports and journalism is packed with lessons for everyone in traditional media. It’s a cautionary tale about the growing value of real-time, the power of digital, and the ability for anyone and everyone to now have access and to even become a media mogul.
Former Yankee superstar and shoo-in Hall of Famer Derek Jeter has started a digital newspaper with a very traditional name – the Players’ Tribune.
But that’s where the similarity ends because Jeter’s online publication is sending shock waves through the Fourth Estate, reminding journalists and editors that the game isn’t just changing – it will never be the same.
Jeter’s Tribune scooped the mainstream media with a first person account from Red Sox slugger, David Ortiz, telling his story about his drug testing history in a very real and direct way. Here’s an unvarnished excerpt from Ortiz’s rant:
“In some people’s minds, I will always be considered a cheater. And that’s bullshit. Mark my words: Nobody in MLB history has been tested for PEDs more than me. You know how many times I’ve been tested since 2004? More than 80. They say these tests are random. If it’s really random, I should start playing the damn lottery. Some people still think the testing is a joke. It’s no joke. Ten times a season these guys come into the clubhouse or my home with their briefcases. I have never failed a single one of those tests and I never will.”
If that doesn’t sound like something you’d read in your daily newspaper, that’s the point of The Tribune. There are dozens and dozens of amazing stories from the jock’s point of view on Jeter’s site. But the “other shoe” in the Ortiz story is that the Boston Globe had interviewed him earlier in March but was sitting on the story so that it could be a part of their MLB preview that will be published a few days from now when the season begins.
But as a result of the Tribune story, the Globe hastily posted their Ortiz interview, and sports editor Joseph Sullivan was clearly surprised and embarrassed by an online publication getting the scoop. As he noted, holding the story back meant that another Boston media outlet or ESPN might beat his Globe. But as he admitted, “But I didn’t think about the Players’ Tribune.”
That’s because so many traditional media pros still don’t take digital platforms and brands seriously. But fans do, whether it’s in the world of sports, rock n’ roll, or cooking.
The Internet has given the ability to anyone – in this case, a former, well-respected athlete – to gain access. No longer does the Globe, iHeart Media, or NBC-TV own the gatekeeping function that keeps others out. Now everyone can be a player in this environment, whether it’s Tim Westergren, Derek Jeter, or Netflix.
The story of the Players’ Tribune acing out a newspaper that proudly celebrated its 142nd anniversary last month – and that’s part of its problem – is really about an expanding landscape . The attributes that made The Globe an institution in Boston are now being turned upside down by a former shortstop with no journalism background – except he spent 20 years on the other side of the mic, being grilled by journalists from around the world. The Times reports that he’s very engaged with the editorial product of his online publication, reading everything and providing opinions and input.
Jeter’s Players’ Tribune is another reminder that the competitive landscape has changed. TV, radio, and newspapers aren’t just competing against similar media outlets in their area codes – they are now up against digital brands that may not reside in a brick and mortar environment, but are totally viable in the digital space. And fans are finding them.
For traditional media, this is a lesson about the importance of access, being in the moment, innovation, and entrepreneurship.
The Boston Globe is now asking itself what it needs to do better – what jobs are sports fans hiring them to do in a fluid, in the moment world where fans want to hear directly from the stars without the filtering.
Radio should be, too.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Short to second to first! Double play!!
🙂 Play ball!