The sports journalism landscape has transformed dramatically in recent decades. In the past, the public got their box scores and news from newspapers, radio, and TV stations. When the internet came along, however, it made this information readily available at a moment's notice, posing a serious threat to the print industry. Now, social media, mobile apps, and sport-focused websites have become the dominant methods for the public to consume sports journalism.
The internet emerged as a technology that could distribute words, music, and video files to people's homes and mobile devices instantly. Its blossoming contributed to the steep decline of the journalism industry. Circulation numbers for print media nosedived alongside advertising revenues, and this has hit both national and smaller local newspapers hard. Journalism has been forced to adapt in the digital age of media to reach audiences in a different way.
Although journalism has changed across the board, sports journalism, in particular, has witnessed a significant transformation. Fans have become accustomed to consuming their sports differently, and media outlets and sports journalists need to be responsive to those needs if they wish to be successful.
The aforementioned social media platforms have perhaps become the most essential tool that new sports journalists must become proficient with in order to survive in today's sports journalism landscape and enjoy successful careers.
St. Bonaventure University journalism alumnus and ESPN NBA insider Adrian Wojnarowski is one of a number of writers who have transformed traditional journalism credentials into a successful social media presence, specifically on Twitter. Writers such as Wojnarowski have always existed in traditional journalism, but modern technology has allowed them to amplify their message and reach global audiences instantly. "Woj" has amassed a Twitter following of 5.3 million and is the go-to journalist for everything related to the NBA for many fans.
The success that Woj has found on Twitter is due to the fact that no other sports media platform can deliver news to the public as quickly. The concise and brief nature of Twitter makes it compatible with sports thanks to the propensity for scores, momentum, and situations to change quickly.
A sports journalism degree, such as the type offered by Wojnarowski's alma mater St. Bonaventure University, remains important in today's landscape. Universities like St. Bonaventure have rapidly adapted to the way modern society consumes media, educating students on sports reporting in a digital world and how to get a job in sports journalism.
Current journalists have had to adapt to a myriad of digital platforms. Multimedia expertise is no longer just a bonus, but an essential skill. Aspiring sports journalists must merge the traditional basics of investigating interesting stories with multimedia skills to succeed.
Sports blogs
Wojnarowski isn't the first sports personality to make use of digital media. Sports blogs became a staple of fandom in the early 21st century. Everyone from journalists to avid fans created their own outlets on a variety of sports-related topics.
One person who demonstrated the power that blogs possessed in the early days of digital sports journalism is Bill Simmons. He wrote a Boston sports blog that eventually led to a 14-year career at ESPN. His time at ESPN included a successful podcast, and he founded the long-form website Grantland. Simmons also grew a large following on social media. In 2016, he founded The Ringer, which was acquired by Spotify in 2020 for upwards of $196m.
Bloggers such as Simmons capitalized on the internet's ability to reach new audiences and make a name for themselves while doing so, paving the way for social media and podcasts to dominate the sports reporting landscape today.
Using social media in sports reporting
Social media might be the most important digital skill that young sports journalists must master.
Twitter has become one of the biggest driving forces of change in the sports journalism industry in the past decade. Status updates aren't a new concept in the tech world, but Twitter distinguishes itself, keeping statuses to a brief 140 characters, which enables quick interaction with other users.
Initially, it was intended to become a new method of communication with friends and family. Instead, it evolved into something bigger and now forms one of the most important parts of a sports journalist's kit.
The 24-hour news cycle of sports reporting facilitated by ESPN has been tapped into by Twitter. Its features have paved the way for fans to get closer and more connected to the sport they follow. The social media platform has also made fans much more active when spectating live sports.
It has also offered a way for sports teams and athletes to share their news without having to filter it all through to the traditional media outlets. Sports journalists have had to incorporate the changes brought on by Twitter into their routines and find new ways to offer value to fans.
Many journalists entered the industry before social media and have had to adapt to it, but it has reached a point where it is essential that modern-day sports journalists are proficient in using social media to supplement their reporting. Young sports journalists and students have had the benefit of growing up alongside social media and recognize the reach it has.
Instagram, alongside Twitter, has also started to overtake the traditional sources of newspapers and television. While Twitter works best with fast-paced and real-time updates, Instagram has forced journalists and media outlets to become more visually literate, making use of photos now more than ever.
Instagram stories have opened up plenty of opportunities for bite-sized sports journalism, offering shorter, entertainment-based journalism such as behind-the-scenes insights that people can easily digest.
Social media reach
The most obvious advantage of social media is its tremendous reach. Within seconds, users can connect to millions of sports fans around the globe. It represents an incredible opportunity for sports journalists to promote their work to a larger audience and generate traffic to their articles.
To make a name for yourself in sports journalism, you need to cut through the noise with a unique voice and differentiate yourself. Sports journalists need to connect to their readers. By amassing a following and engaging with an audience on social media, they can stand out from the crowd.
How do people consume sports?
Social media has completely changed how fans watch sports to the extent that they do not even have to watch a game to follow it. Thanks to smartphones, fans can watch sports on one screen and read and talk about the game on another one using their phone.
Deloitte published a report highlighting this effect. It stated: "58% of Millennials surveyed use social media to get updates on their favorite teams and players while watching the game, and more than 52% would be interested in using social media as a viewing platform for the game itself."
Technology is regularly drawing viewers away from the game they're watching in order to take in even more content surrounding their sport. Fans like to discuss what is happening on the pitch or court as it happens with fellow fans, journalists, and personalities, and this is something that social media allows them to do.
No longer can journalists simply produce work before and after a game; they must now actively report during games, such as by live-tweeting from games and offering real-time updates.
Podcasts and social audio
Journalists and editors have been forced to innovate as the industry has struggled to keep afloat. Various new forms of media have appeared, but one form that has shown incredible promise as a new part of journalism is podcasting.
Journalism has been impacted significantly by online advertising, a lack of investment, and a declining audience. As a result, podcasting has become as much a part of journalism as print, digital storytelling, and TV news.
Podcasts allow reporters to tell stories in a way they are unable to convey with print and free from the constraints of TV and radio. Unlike a written article, podcasts allow intimacy between the host and listener.
Podcasts such as Ira Glass' "This American Life" or the New York Times' "The Daily" have reinvigorated many journalists' urge to report meaningful stories, but podcasts are equally important in sports reporting.
Commentary is integral to sports. The presentation around sports is often just as important and engrossing as the game itself. Some of the best commentary and entertainment out there now exists in podcast form. No matter what sport, team, or competition you follow, you can find a show tailored to your tastes.
Spotify recognized the sheer reach podcasts have, acquiring digital sports and culture outlet The Ringer in 2020 as part of a $400m spending splurge on company acquisitions. The addition of The Ringer - which brought Bill Simmons' podcast into the fold - demonstrated the value of the sports element of the equation. The purchase led to Daniel Ek, the Spotify chief executive, saying that his company was "basically getting the new ESPN."
Podcasting, like social media, represents another essential skill that young sports journalists need. Not only do they need to be comfortable speaking to an audience, but they must be creative in how they tell a story using audio and potentially proficient in using software to produce a podcast.
Social audio channels have also risen in popularity. Social media platforms are valuable for sports journalists who are looking to engage with their audiences. Channels like Clubhouse and Twitter Spaces enable journalists to further interact with an audience as they dive into a story.
Multimedia and mobile journalism
While social media is the dominant element right now, there are plenty of other forms of digital media that sports journalists need to embrace.
It is important that young sports writers think of themselves as multimedia journalists and make the effort to become well-rounded using a variety of different platforms. Writers and editors should remain open to new technology that will inevitably appear during their career.
Some of the proficiencies needed in modern sports journalism are:
● Interviewing players remotely for podcasts and on live streaming platforms
● Confidence with Photoshop and other video/photo editing systems
● Using newsletter websites such as Substack alongside reporting
The most useful tool of all, however, might just be the smartphone. It is nearly impossible for journalists to perform their job in the digital era without a mobile phone to connect with the public. Mobile journalism means sports journalists can do their job on the go, but they need specific skills such as recording clear audio and video; taking and editing photos; and broadcasting stories live to their audience.
Alongside mobile journalism, video journalism skills have also become useful for sports journalists to have. Highlights and interviews are an important part of sports journalism, especially as fans crave more and more content from their favorite clubs and players. It is important for modern journalists to be able to produce creative video journalism. Good video journalism skills will set a sports journalist apart from the crowd
Statistics and data analysis
The popularity of fantasy sports has solidified the need for journalists to be confident using statistics. Sports fans have become particularly hungry for stats, and it is important for writers to weave game coverage with the use of statistics. Often, what is happening on the court or pitch can be explained by underlying data. Journalists and editors need the skills to comb through that data and relay it in a simple way to readers.
However, it is not enough to simply pass the data along. It is beneficial to be able to present the statistics in an engaging and digestible way. Visualization platforms like Tableau help journalists turn raw statistics into captivating graphics that accompany stories. For example, transforming an Excel spreadsheet filled with data into a compelling graphic can improve a story vastly. Adept journalists will be able to pick out the most important stats from endless streams of data.
Putting it all together
There are countless digital platforms for sports journalists to use today. The key is to merge these new digital skills with traditional journalistic attributes such as interviewing, reporting, and writing to become a well-rounded sports journalist who can connect and engage with fans.
