Last summer, two years after being acquired by American City Business Journals (ACBJ), Sporting News (SN) made significant strategic changes in the direction of its publications.
Along with changes in content, SN magazine switched from a weekly to a bi-weekly format. Sporting News also created the industry's first daily online sports newspaper, SN Today. Delivered every morning, for free, to each subscriber's email, SN Today is leading the charge in what many believe is the future of daily newspapers.
Dan Graf, the Managing Editor of Sporting News magazine was kind enough to answer my questions about these changes and the new direction of SN's online and print publications.
Jerome: Sporting News was acquired in 2006 by American City Business Journals. In summer 2008, Sporting News launched SN Today, a free daily online newspaper delivered to each subscriber's email every morning. It also switched from a weekly to a bi-weekly print format. What were the driving forces behind the decision to implement these strategic changes?
Dan: SN Today gives us a chance to be a market leader. We weren't in the top handful of traditional sports websites, but the hybrid newspaper/website format of SN Today positions us as a leader and trendsetter in an area that we believe is the future for daily newspapers. And from a content standpoint, SN Today gives us a place to put the day-to-day team notes, statistics, etc., that no longer made sense to run in a printed product. The two-week cycle for the magazine was part of an effort to make our printed product more timeless--every story in the magazine needs to have staying power and not be tied to breaking news that gets dated quickly--and we use SN Today to fill in the gaps for readers who want in-depth analysis every day.
Jerome: What types of communications research was conducted leading up to Sporting News' strategic changes? What were the different tactics that were used to communicate these changes to your readers and potential readers?
Dan: Shortly after acquiring Sporting News, ACBJ did some pretty extensive readership studies. For a number of years under previous ownership, we had been waffling on exactly what our strategy going forward would be. The ACBJ studies showed that what readers liked about us was that we catered to the hardcore sports fan and that we covered only seven sports. Refocusing our brand toward these seven sports in the magazine--we do go outside them in SN Today--and honing our coverage to attract those hardcore fans helped us launch the products we have today. As for communication with readers, we included several notifications to our magazine readers of the changes that were coming. And we got the word out about SN Today mostly through our ACBJ sister publications. Even today, though--nine months after the launch of SN Today and eight months after the magazine relaunch--we're still working hard to show folks our new look. This spring, we sent 300,000 free copies of the magazine to potential subscribers and got tremendous feedback in terms of new subscriptions. We find that when people see us, they like us.
Jerome: Has it been a challenge deciding which content to include in the bi-weekly print edition? How has the content of the print publication changed?
Dan: Actually, it has been less of a challenge to make content decisions on the magazine than it was in the past. As a weekly, we straddled the line between news coverage and stories with a more timeless tone, and that's an awkward place to be. I think you'll see other printed publications make the same choice we did--realizing that most readers now look for their traditional news on the internet. What we give them in our printed product needs to be different from what they can get anywhere else. The biggest change on the surface, and the one readers reacted to most at first--is that we moved all of our team notes from the magazine to SN Today. We've replaced nuts-and-bolts information like that with stories that focus more on the athlete experience of sports. We used to portray our writers as the experts. We've moved away from that and started portraying athletes as the experts they are. It's not unusual for us to talk to 200 or more athletes in an edition now. Many of them write short pieces for us. There were times when we might talk to only 20 or 30 athletes in the past.
Jerome: What other plans does Sporting News have in the future for the daily online newspaper?
Dan: It's tough to say right now what the future will be because the product is so new. The nice thing about it is there always is room to expand to meet readers' needs without adding the additional cost usually associated with adding more pages. We are working right now to make SN Today more accessible on mobile devices, and there will be more multimedia features included in the product going forward.
Jerome: How has Sporting News' advertising revenue been affected by these strategic changes? What is SN's strategy regarding the mix of online and print advertising?
Dan: I'm not a business guy, but positioning ourselves as a high-end printed product--we now print on better paper and on bigger pages and make much better use of photography--has been well-received by advertisers in a tough economic market. We need to be different than the competition right now, and we are. The goal going forward with all of our platforms--the magazine, SN Today, SN Online and SN Radio--is to give advertisers a wide variety of choices across multiple platforms. We believe we're doing that better than we ever have.
Jerome: Has Sporting News positioned itself as a leader in online media?
Dan: We're certainly a leader in terms of producing a daily digital newspaper. If and when you see newspapers turn to this type of a product, you'll know--and our readers will know--that we were out there first. But SN Today is about more than being first--it's about being best. We offer a more comprehensive national daily sports report than anyone else out there right now--printed or online. Our readers love us, and we'll continue to grow.
Wednesday, April 8, 2009
Sunday, April 5, 2009
Packers' Nick Barnett & Other Athletes Connecting With Fans on Twitter
Until about a month ago, like my friend Grego, I wasn't down with the whole Twitter phenomenon. As it was, I already had Facebook and didn't see the need to be micro-blogging about my daily activities. I saw Twitter as a little creepy, narcissistic, and annoying -- people sharing mundane details about their daily lives and fiending for the next Tweet from their friend or even a stranger perhaps.
But I see it differently now. When I started my sports business blog, RecklessAbandonSports.com, in February, I was looking for ways to promote the blog and network with other people in sports business.
The response I kept hearing from other bloggers, including Jason Peck (@JasonPeck) who writes about sports and social media on jasonfpeck.com, was "use Twitter!" So I took their advice and have since found it to be an excellent tool for both attracting visitors to the blog and networking with sports business professionals (and in this case one of my favorite Green Bay Packers).
When Greg Bedard of the Milwaukee Journal Sentinel wrote last week that Packers linebacker Nick Barnett uses Twitter, I added him as a "follow" on my @JeromeHarrison account. @Greg_A_Bedard confirmed that @NickBarnett was indeed the real Nick Barnett, so I thought why not send him a line and see if he responds?
JeromeHarrison@NickBarnett are you going to bust out the samurai celebration again this year?! fan favorite!
about 3 hours ago from web
Which #56 responded by saying simply:
NickBarnett@JeromeHarrison hell yea
about 3 hours ago from TwitterFon
Barnett uses Twitter to connect with fans and update them on his rehab, the Packers' need for more defensive linemen, new linebackers coach Kevin Greene's intensity, his April Fool's prank at the Bucks game, and yes, his use of the sacred samurai celebration after a sick tackle (look for it this year!)
Most Wisconsin sports fans are familiar with Milwaukee Bucks forward Charlie Villanueva's (@CV31) famous halftime tweet that brought on a scolding by Coach Scott Skiles. Nick Barnett is. "I heard about what happened to him," Barnett said. "Maybe we can chat about that."
That may be a worthwhile chat for Barnett, considering he hasn't exactly been conservative in talking about Packers management and personnel issues:
I think we need one more solid d-line man I think we have some pretty good options for olb but knowing ted I think he wants to sure it up
5:29 PM Mar 31st from txt
As more professional athletes jump on the Twitter bandwagon (see a list of athletes using Twitter here), some teams may decide to implement guidelines preventing their players from talking about management or certain team issues. The leagues themselves may soon create a new rule book for social media. The NBA is already on to this.
After a recent game against the Denver Nuggets, Dallas Mavericks' owner Mark Cuban dropped this tweet on a missed call by the refs:
how do they not call a tech on JR Smith for coming off the bench to taunt our player on the ground ?
10:25 PM Mar 27th from web
Which was followed soon after by this one:
just found out got fined25k by nba.) nice
1:33 PM Mar 29th from mobile web
That's right. The NBA fined Cuban for tweeting about the refs. They'll getcha! Based on Ted Thompson's locus of control, if more Packers join Twitter, I will bet that Thompson imposes some rules for players using social media sites.
Cuban also brought up a good point about Twitter and free agency:
The more NBA Players tweet, the better the Free Agent recruiting process will be !
1:55 PM Apr 3rd from web
But I see it differently now. When I started my sports business blog, RecklessAbandonSports.com, in February, I was looking for ways to promote the blog and network with other people in sports business.
The response I kept hearing from other bloggers, including Jason Peck (@JasonPeck) who writes about sports and social media on jasonfpeck.com, was "use Twitter!" So I took their advice and have since found it to be an excellent tool for both attracting visitors to the blog and networking with sports business professionals (and in this case one of my favorite Green Bay Packers).
When Greg Bedard of the Milwaukee Journal Sentinel wrote last week that Packers linebacker Nick Barnett uses Twitter, I added him as a "follow" on my @JeromeHarrison account. @Greg_A_Bedard confirmed that @NickBarnett was indeed the real Nick Barnett, so I thought why not send him a line and see if he responds?
JeromeHarrison@NickBarnett are you going to bust out the samurai celebration again this year?! fan favorite!
about 3 hours ago from web
Which #56 responded by saying simply:
NickBarnett@JeromeHarrison hell yea
about 3 hours ago from TwitterFon
Barnett uses Twitter to connect with fans and update them on his rehab, the Packers' need for more defensive linemen, new linebackers coach Kevin Greene's intensity, his April Fool's prank at the Bucks game, and yes, his use of the sacred samurai celebration after a sick tackle (look for it this year!)
Most Wisconsin sports fans are familiar with Milwaukee Bucks forward Charlie Villanueva's (@CV31) famous halftime tweet that brought on a scolding by Coach Scott Skiles. Nick Barnett is. "I heard about what happened to him," Barnett said. "Maybe we can chat about that."
That may be a worthwhile chat for Barnett, considering he hasn't exactly been conservative in talking about Packers management and personnel issues:
I think we need one more solid d-line man I think we have some pretty good options for olb but knowing ted I think he wants to sure it up
5:29 PM Mar 31st from txt
GM Ted Thompson has not been transparent with Packers fans, and by all accounts, strictly controls most information related to personnel and draft issues.
As more professional athletes jump on the Twitter bandwagon (see a list of athletes using Twitter here), some teams may decide to implement guidelines preventing their players from talking about management or certain team issues. The leagues themselves may soon create a new rule book for social media. The NBA is already on to this.
After a recent game against the Denver Nuggets, Dallas Mavericks' owner Mark Cuban dropped this tweet on a missed call by the refs:
how do they not call a tech on JR Smith for coming off the bench to taunt our player on the ground ?
10:25 PM Mar 27th from web
Which was followed soon after by this one:
just found out got fined25k by nba.) nice
1:33 PM Mar 29th from mobile web
That's right. The NBA fined Cuban for tweeting about the refs. They'll getcha! Based on Ted Thompson's locus of control, if more Packers join Twitter, I will bet that Thompson imposes some rules for players using social media sites.
Cuban also brought up a good point about Twitter and free agency:
The more NBA Players tweet, the better the Free Agent recruiting process will be !
1:55 PM Apr 3rd from web
In addition to professional and personal networking, Twitter has opened up a new door in sports marketing. Most professional sports teams now have their own Twitter accounts (the Packers are @PackersNFL), and teams are using their Twitter to promote ticket giveaways and other marketing efforts. More and more athletes, like Nick Barnett, are also tweeting with fans.
As news continues to shift away from traditional outlets (newspapers!), Twitter will continue to gain popularity in the marketing and delivery of news for companies in a variety of different sectors, including the sports industry. It's free. And easy. And who better to hear the news from than the players themselves?!
I know if I can have a small role in seeing one more Samurai celebration from Nick Barnett, then Twitter is well worth it for me!
As news continues to shift away from traditional outlets (newspapers!), Twitter will continue to gain popularity in the marketing and delivery of news for companies in a variety of different sectors, including the sports industry. It's free. And easy. And who better to hear the news from than the players themselves?!
I know if I can have a small role in seeing one more Samurai celebration from Nick Barnett, then Twitter is well worth it for me!
Top 10 Reasons Why Baseball Fans Make Better Managers
This is from a post by Mike Kent at BleacherReport. He believes baseball fans make better managers because of their patience, critical thinking, and humility -- all valid points. Here are his top 10 reasons why baseball fans make better managers:
10. Appreciation of history and tradition
10. Appreciation of history and tradition
9. Resilience, and acceptance of defeat
8. How individuals work in teams
7. Critical thinking
6. Love of stats—and the skills to use them and detect when others abuse them
5. Appreciation of randomness, and of our instinct to read patterns into such randomness
4. Acceptance of the unknowable
3. Patience
2. Humility
1. Love of excellence
Great points! I certainly believe that sports fans and athletes generally possess many qualities necessary for success in business, especially as a leader.
Labels:
baseball,
Bleacher Report,
Mike Kent,
MLB
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