Deron Williams has hired his own beat reporter to cover him

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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.

Charles Barkley on new schedule: “These poor babies can’t play back-to-back games”

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Training camp hasn’t even opened yet, but Charles Barkley is already in midseason “get off my lawn” form.

Barkley — the man who can’t stand jump shooting teams, or analytics, or LeBron James asking for better players, or your newfangled technology — went off on another tedious rant at an SMU event Wednesday, this time about the NBA’s decision to start the season a little earlier and have fewer back-to-backs and eliminate four-games-in-five-nights.

Ugh. Like a lot of former players — and a lot of non-athletes, for that matter — Barkley is convinced his peak as a player coincided with the greatest era of basketball ever. Things were never better than the way they did it in his day.

Which means facts — like pointing to the studies that show players both are less likely to be injured and play better and more efficiently when rested — don’t matter. Barkley did it, so players now should have to do it. Who cares if all these packed in games can shorten their careers?

Then again, maybe a few days off would have helped Barkley in the second half of his career.

B.J. Armstrong, former Jordan-era Bull turned agent, told me last year that if teams and players knew in his day what they know now about rest and injury, you would have seen stars like MJ rest. Over time we learn more information, and the smart people and organizations adjust.

Barkley will make far more headlines over the course of the season, he gets paid to be brash, say whatever pops into head, and be generally draw attention to himself. It makes him entertaining, and that’s what Inside the NBA is about. But I will defer to Steve Kerr’s comments from last playoffs on all these old “get off my lawn” players.

“The game gets worse as time goes on. Players are less talented than they used to be. The guys in the 50s would’ve destroyed everybody. It’s weird how human evolution goes in reverse in sports. Players get weaker, smaller, less skilled. I don’t know. I can’t explain it.”

For a couple grand, Warriors fans can have Larry O’Brien Trophy visit their suite

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There’s so much money floating around the Bay Area right now thanks to another tech boom, this price almost seems low.

If you have a suite for the Golden State Warriors home games this season — and those are pretty much sold out, the Warriors draw big from the Silicon Valley crowd — you can have the NBA championship Larry O’Brien Trophy visit your suite. All for just a couple grand. From Gilbert Lee, via ESPN’s Darren Rovell.

The best part is it includes champagne… do you get to spray each other with it as you hold up the trophy? Now that would be perfect (goggles included, of course).

Have an issue with this? Why? To the victor goes the spoils. The Warriors may be able to sell this package for years.

Sixers new “Spirit of 76” court is fire

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First, the Sixers nailed the Nike “statement” jersey.

Now, they have announced a new “Spirit of 76” promotion, with seven tribute nights this season honoring the history of the franchise and of the Philadelphia area (and there is plenty of history to honor).

The best part — the “Spirit of 76” court with the bell logo.

Here is the promo vid

I just hope the Sixers team can live up to all the hype.

Wizards’ Markieff Morris to have sports hernia surgery, miss start of camp

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When the Washington Wizards open training camp next Tuesday, starting forward Markieff Morris will not be on the court.

That’s because he will have surgery to repair a sports hernia, a story broken by Candice Buckner of the Washington Post and since confirmed by Chase Hughes at CSNMidAtlantic.com.

While we don’t have details on the surgery, often recovery time for this is just a few weeks, and Morris could well be ready for the start of the season.

Morris averaged 14 points and 6.5 rebounds a game last season, and the Wizards offense was 5.7 points per 100 possessions better when he was on the court last season. With him out, coach Scott Brooks can lean on Jason Smith or Mike Scott for traditional lineups, but don’t be shocked if he tries a little small ball with Otto Porter and/or Kelly Oubre at the three or four.

Morris also is in the midst of a felony assault trial in Arizona (one where he does not need to attend).