HOME
          
LATEST STORY
A conversation with David Rose, little magazine veteran and publisher of Lapham’s Quarterly
ABOUT                    SUBSCRIBE
June 9, 2010, 10:21 a.m.

SB Nation CEO on how we’re fans of teams, not sports, T.V. shows, not T.V., and what that means for news

SB Nation — short for Sports Blog Nation — just announced it’s launching 20 new regional sports sites, with Houston and Dallas launching tomorrow aimed at competing with local newspapers’ sports sections and the new wave of local sports competitors like the ESPN local sites. SB Nation is a network of over 250 sites, most of them written by fans now paid on a contract basis. The vast majority of those writers have day jobs outside blogging. (Most common: lawyer.) Individual member blogs focus on one team or one sport, while the flagship site covers news of national interest.

SB Nation CEO Jim Bankoff is a former AOL executive with big plans for the site; at AOL, he was involved in the growth of prominent sites like TMZ and Engadget. I spoke with Bankoff this week about SB Nation’s expansion in the context of what news organizations can learn from the success of his project. “I actually think there is a bigger media story here,” Bankoff told me; he sees an opportunity for media companies to borrow some of SB Nation’s ideas. Here are a few.

Voice and perspective

SB Nation tosses aside the idea of objectivity. The premise of the site is to get sports fans hooked on their blogs written by sports fans. “We actually embrace fan bias and fan perspective,” Bankoff told me, adding that doesn’t mean they’re always cheerleaders: “Fans can be the most vocal critics of a team.” Writing with a point of view is still contentious in traditional newsrooms. It also helps that SB Nation sites focus on aggregation of and commentary on other people’s reporting than its own original work.

Focused content

Think of a typical newspaper sports section. It covers everything sports. Football, baseball, soccer, gymnastics — whatever season it is, that’s what you get. There’s a regional emphasis, but still, golf and ice skating live on the same pages. Bankoff’s approach is to think about people’s habits, rather than a broad topic. “We’re not fans of sports — we’re fans of teams,” Bankoff says. “We’re not fans of television. We’re fans of shows.” Are we interested in health? Perhaps, but we’re definitely interested in a disease, when we have one. Creating a community around a topic online needs to be sharply focused and relevant to readers.

Leverage repeat visitors

The potential to update a story in realtime is one of the great promises of the web. SB Nation has developed a good way to present updates, not unlike a tag page but with a sharper design. “One of our key innovations is the ‘story stream,'” Bankoff told me, urging me to browse to the front page of his flagship. There I noticed several ongoing stories noting the number of updates posted, plus some links with time stamps. Clicking the update bar takes the reader to a stream of posts, organized by time stamp. An individual update provides the reader a link to the stream. Bankoff said it’s particularly handy for users following a story on a mobile device. (And repeat readers who keep hitting “Reload” for the latest updates are obviously appealing from an advertising perspective.)

“It was a little bit of an experiment,” Bankoff said. He wanted to improve on the various ways bloggers have updated stories in the past: the long single post with many updates pasted on top of each other, the tag (that is not immediately obvious to users), the disconnected posts that might appear in a “related posts” section. Those models have their merits but can be “clunky” and difficult for the user to navigate, he said. Bankoff said user feedback to the format has been positive.

Scalability

SB Nation has another advantage: It’s designed to expand. It’s the same instinct behind AOL’s hyperlocal project Patch (which hopes to launch “hundreds” of sites by the end of the year) and, on a smaller scale, the Gothamist or Gawker sites: Leverage the cost of the overhead of one site by running many. This is particularly important when you’ve invested in technology. SB Nation has a team of half a dozen developers who’ve built a shared platform that allows hundreds of users to contribute to the network sites at once, plus tools like the story stream and mobile products. With the technology in place, expansion becomes much less expensive. “We can expand in many directions,” Bankoff said.

POSTED     June 9, 2010, 10:21 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
A conversation with David Rose, little magazine veteran and publisher of Lapham’s Quarterly
“I hear the argument, Oh, these poor little magazines with their tiny readerships, if only people appreciated them more. It’s partly true. But the bigger side of that is, well, if only you knew how to read a budget. If only you actually knew anything about publishing.”
The New Inquiry: Not another New York literary magazine
For New Inquiry publisher Rachel Rosenfelt, building cultural significance was easy — building a sustainable business is the hard part.
iOS 8: How 5 news orgs have updated their apps for Apple’s new operating system
ABC, the AP, Breaking News, The Guardian, and The New York Times have all updated apps (or introduced new ones) to take advantage of new features on iOS 8.
What to read next
753
tweets
How a Norwegian public radio station is using Snapchat to connect young listeners with news
“A lot of people check their phones before they get out of the bed in the morning, and they check social media before the news sites.”
727When it comes to chasing clicks, journalists say one thing but feel pressure to do another
Newsroom ethnographer Angèle Christin studied digital publications in France and the U.S. in order to compare how performance metrics influence culture.
714Wearables could make the “glance” a new subatomic unit of news
“The audience wants to go faster. This can’t be solved with responsive design; it demands an original approach, certainly at the start.”
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
TBD
Chicago News Cooperative
San Francisco Chronicle
Wisconsin Center for Investigative Journalism
The Tyee
Time
Drudge Report
Kickstarter
Neighborlogs
Semana
Twitter
Storify