First baseball lost the millennials, who wondered why 3 1/2 hours of sitting in a hard plastic seat might net 10 minutes of perceptible action. Then baseball lost the families, the dads and moms tired of explaining scandals to their kids. It already was losing Black America — big-league rosters that averaged six to seven African-American players in 1975 are fortunate to have one today — and anyone under age 20 is too occupied with selfies to appreciate Mike Trout.
But now, baseball has lost me.
It has lost the diehard who once assumed all scars heal, regardless of outrageous wrongdoing and inevitable turbulence, only to realize in 2020 that the bleeding is interminable. Even in our Year From Hell, amid racial unrest and a killer pandemic and rampant unemployment, the owners and players are so bent on feuding over billions that they apparently prefer to kill the game than trying to save it. We’ve never had time for their greed and hostilities, but with the world suspended in dire uncertainty, these labor confrontations have become obnoxious, tone-deaf, brain-dead and no longer worthy of our attention.
Let it be?
Actually, let it die. Perhaps baseball has to go away, for a long time, before it can return in a reimagined, streamlined, labor-sensible form and be functional again — let alone relevant in a changing America. I trust the chances of an honest, clean presidential election more than I trust the men who’ve steamrolled the sport into oblivion, with no one more inept than commissioner Rob Manfred, who only days ago said, “Unequivocally, we are going to play Major League Baseball this year … 100 percent.’’
Like the Steroids Era, like the electronic sign-stealing scam, like the juiced and unjuiced balls, like Pete Rose, like the Black Sox and like most of what baseball has represented through time, Manfred’s promise was a lie. With the sides deadlocked as they’ve been for weeks, Manfred now says there might not be a 2020 season, which should prompt us all to run into the streets — masks on — and celebrate that we won’t have to deal with these buffoons much longer.
“I’m not confident. I think there’s real risk; and as long as there’s no dialogue, that real risk is going to continue,” Manfred said on an ESPN special, “The Return Of Sports,’’ that made baseball look especially bad in that at least three commissioners appearing with him — the NBA’s Adam Silver, the NFL’s Roger Goodell and the NHL’s Gary Bettman — remain on possible tracks to resume play.
As this was happening, MLB was playing dirty pool, leaking a letter to the Associated Press that “several 40-man roster players and staff’’ have tested positive for COVID-19, “(increasing) the risks associated with commencing spring training in the next few weeks.’’ Making sensitive medical information public casts a poor light on the owners, who don’t seem to have much interest in playing a season, but it also sounds sirens about the elephant in the room: Regardless of their youth and virility, athletes, too, can contract the coronavirus, as football’s Ezekiel Elliott and carriers throughout all leagues realize. It’s why NBA players are having second thoughts about resuming play in the Florida bubble, along with concerns about maintaining momentum for the Black Lives Matter movement, and it’s why sports in general should re-examine whether the mad rush to return is worth the health risk.
That said, shame on MLB for using positive tests as a weapon. When asked how baseball’s labor debacle looks given the condition of the country, Manfred finally said something truthful. “”It’s just a disaster for our game, absolutely no question about it. It shouldn’t be happening,’’ he said, “and it’s important that we find a way to get past it and get the game back on the field for the benefit of our fans.’’
Please don’t. I have lost all faith and patience, measures of which I once had in abundance.
I was a young columnist in Cincinnati when Rose impugned the game’s integrity, yet I came back. I was in Chicago when Jerry Reinsdorf howled, “I’m going to be a hawk’’ — the owners’ rally cry in an impasse that wiped out the 1994 World Series — yet I came back. I spent a phony summer in press boxes watching Mark McGwire and Sammy Sosa reduce the Great American Home Run to a steroids-swollen freak show, yet I came back. I’ve seen plummeting TV ratings, graying demographics, foul balls that killed or permanently injured fans, elaborate schemes, continued PED use, games that grew longer instead of shorter, coordinated ball-juicing that created disproportionate-to-reality power numbers and an institutional failure to market a breathtaking generation of young stars.
And yet, I stayed loyal, fighting an hour of freeway traffic for another night at Dodger Stadium, just as I once zig-zagged through neighborhood streets in a rush-hour swirl and reached Wrigley Field in time for Kerry Wood’s 20th strikeout. I’ve always been a ballpark aficionado, savoring the ambience and architecture of stadia old and new, but more importantly, while football and basketball were blowing past Mr. Magoo (aka former commissioner Bud Selig) in the express lanes of American life, I enjoyed simply sitting in a seat with a beer and hot dog and watching a game.
Until I didn’t.
What’s driving me away is the audacity of these people. The owners are not dealing in reality, deluding themselves that MLB can: (1) either cancel the season or play an illegitimate regular season of 50 or so games, which bastardizes the very historical standards that distinguish it from other sports; (2) wage another wintertime war by colluding against Mookie Betts and other jackpot-worthy free agents; (3) deal with another coronavirus-threatened season in 2021; and (4) threaten a lockout in 2022 after the collective bargaining agreement expires — and STILL expect fans to be there in the end. Memo to Manfred and all other management space cadets: The fans will not be there this time. The last one will have shut off the lights, closed the door and padlocked it. Baseball can absorb only so much damage before its inherent joys are completely stripped away.
We have reached that dead end. The sport is broken.
Said Players Association executive director Tony Clark: “Players are disgusted that after Rob Manfred unequivocally told players and fans that there would `100%’ be a 2020 season, he has decided to go back on his word and is now threatening to cancel the entire season. … This latest threat is just one more indication that Major League Baseball has been negotiating in bad faith since the beginning. This has always been about extracting additional pay cuts from players, and this is just another day and another bad faith tactic in their ongoing campaign.”
All of which is hard to fathom, in that MLB continue to be enabled by broadcast networks still trying, for some reason, to prevent the sport’s mercy-killing. Turner oddly sees enough value to invest $3.29 billion into an MLB extension, which comes after Fox did a $5.1 billion extension two years ago. If ESPN goes the same route, the owners are looking at more than $2 billion in annual television revenues. The network bosses, who seem to have lost their minds, are ignoring the trouble signs and dreary ratings and administering an IV to the fallen beast.
But what good is financial sustenance if the owners lie about it and chase the union away? They insist on crying poor when obviously, after generating $10.7 billion in revenues last year, they’re rolling in the green. The players see those windfalls — the Turner extension was leaked over the weekend — and understandably ask why their average salary has fallen since 2017 while owners brag about record revenues. Normally, fans side against athletes in labor stalemates, and, given the current jobless rate, many don’t grasp why the players didn’t take a deal weeks ago and play for America’s spiritual well-being. But reasonable and smart folks realize the owners are using an opportunity — COVID-19 — to extort the players. Good faith bargaining, this is not.
St. Louis Cardinals owner Bill DeWitt Jr., whose team is valued at $2.1 billion, had the gall to say on local station 590 The Fan, “The industry isn’t very profitable, to be honest … don’t think for a minute that the reduced payroll added money in the pockets of the owners because it didn’t.’’ So where did the money go? “It’s a bit of a zero-sum game. A lot more is put into training, conditioning, promotional work, front office, analytics,’’ said DeWitt, who bought the Cardinals for $150 million in 1995.
The … industry … isn’t … very … profitable? Do the math. In the last six years, according to the Washington Post, the average value of an MLB franchise has ballooned from $811 million to $1.852 billion. Not only is the industry profitable, it can more than sustain the larger mission of playing baseball during a pandemic, especially when players would be assuming the virus risks, not the owners hiding in bunkers with their accountants. By comparison, the NBA is desperate to complete its season in a Florida bubble and avert more than $1 billion in losses. One hopes the details of a Wall Street Journal report are a clerical oversight and not a five-alarm fire, but a landlord is alleging that the league’s Manhattan retail outlet has not paid its rent. MLB teams, trust me, can more than pay the rent.
DeWitt’s remark was mocked by numerous players, including Brandon Crawford, who tweeted: “”ThE iNdUsTrY jUsT iSnT tHaT pRoFiTaBlE.’’
Andrew McCutchen added, “bUT bAsEbAlL iS dYiNg!’’
That hasn’t stopped other owners from spreading more propaganda, whether it’s Chicago Cubs chairman Tom Ricketts saying, “The league itself does not make a lot of cash,’’ or Arizona Diamondbacks general partner Ken Kendrick echoing the nonsense, calling it a “falsehood that continues to be perpetrated.’’ The players are outraged, knowing Ricketts has used Cubs profits to build a ballpark village in Wrigleyville. The union also wants the owners, who say they’d face losses of $640,000 a game in empty parks over an 82-game schedule, to open their financial books. But the owners prefer to hide the books, which makes players, media and fans suspicious of the numbers in a sport that does nothing but lie anyway.
Allow me to list the most recent valuations of elite major-league teams from Forbes, as of April: New York Yankees, $5 billion; Los Angeles Dodgers, $3.4 billion; Boston Red Sox, $3.3 billion; Cubs, $3.2 billion; San Francisco Giants, $3.1 billion. And the net worth of select owners: the Washington Nationals’ Ted Lerner, $4.8 billion; Charles Johnson, the San Francisco Giants’ principal owner, $4.5 billion; the Detroit Tigers’ Marian Ilitch, $3.8 billion; the Los Angeles Angels’ Arte Moreno, $3.3 billion; John Middleton of the Philadelphia Phillies, $3.3 million; and John Henry of the Red Sox, $2.7 billion. Rounding out the billionaires club: Joe Ricketts of the Cubs, John Fisher of the Oakland A’s, Ray Davis of the Texas Rangers and Reinsdorf of the White Sox.
So here is baseball, in the crapper once again. The ESPN documentary, “Long Gone Summer,’’ was a syrupy waste of time, hardly mentioning until the final few minutes that McGwire and Sosa had duped a fawning nation with PED use. But the most maddening recurring theme was how the 1998 home-run chase, four seasons after the World Series shutdown, somehow had re-energized the sport.
It did not. Rather, it just delayed the inevitable. Baseball, as always, cannot get out of its own way, to the point we’ve stopped trying to catch its fall. I want to see a full-on face plant. I want to see them eat dirt, or some other substance.
Jay Mariotti, called “the most impacting Chicago sportswriter of the past quarter-century,’’ writes a weekly media column for Barrett Sports Media and regular sports columns for Substack while appearing on some of the 1,678,498 podcasts in production today. He’s an accomplished columnist, TV panelist and radio talk host. Living in Los Angeles, he gravitated by osmosis to film projects. Compensation for this column is donated to the Chicago Sun-Times Charity Trust.
Tricia Whitaker Will Find The Story That Matters
“My role is to really bring the viewers down to that level of the dugout and into the clubhouse.”
When St. Louis Cardinals designated hitter Albert Pujols hit his 700th career home run in his final season in the majors last September, the baseball world erupted in mass jubilation. Although the milestone achievement occurred during a road game, the fans still showered one of the sport’s quintessential athletes with praise as they witnessed the fourth player enter this exclusive pinnacle of power hitters. For fans watching from afar, they were treated with crisp, vivid footage of the moment since the matchup was exclusive to Apple TV+ as a part of its Friday Night Baseball slate of games.
The game broadcast featured field reporter Tricia Whitaker, who had just joined the Apple TV+ presentations to begin the second half of the season. Being there as one of the voices tasked with keeping viewers informed and captivated by the action was a special experience that she will never forget.
“You’re talking about the best cameras in the entire world capturing one of the most iconic players ever,” Whitaker said. “I thought the call was amazing; I thought the quality of the shots was amazing [and] I’l never forget that broadcast, ever, because it was so cool.”
Whitaker grew up in Bloomington, Ind. and would journey to Wrigley Field with her father once per summer to watch the Chicago Cubs. Through those games, she realized that a ballpark was her ideal future workplace.
“We just didn’t have a ton of money, [so] I would sit in the nosebleeds with him once a summer and that was the biggest treat in the world,” Whitaker said. “I just realized that I loved telling stories and I loved sports, so I decided to do that.”
Whitaker’s journey in the industry genuinely began as an undergraduate student at Indiana University Bloomington where she adopted a mindset to seize any opportunities offered to her. Despite having no knowledge or previous reporting experience, she accepted a role to cover a tennis match and quickly started preparing. After one of her professors saw her nascent media acumen, they recommended she audition for the university’s student television station to hone her skills. Whitaker earned a spot and began covering Indiana Hoosiers basketball and football for the show Hoosier Sports Night. From there, she simply kept on accepting anything in her purview.
“Your best asset is your availability, so I basically just said ‘Yes’ to everything,” Whitaker articulated.
Once it became time to search for a full-time position, her experience and tenacity helped her land a role at WBAY-TV in Green Bay as a sports reporter and anchor. After two football seasons working there, Whitaker relocated closer to home to report for WTTV-TV Channel 4 in Indianapolis. The time was valuable for her to cultivate new relationships with those around the industry while strengthening existing ones, serving as a foundational aspect of her reporting.
“If they don’t trust you to tell their stories, they’re not going to talk to you,” Whitaker said. “You have to be able to have a good relationship with the players; with the coaches and everybody involved.”
At the same time, Whitaker felt compelled to make a lasting contribution to Indiana University through teaching and inspiring the next generation of journalists. She is now an adjunct professor for the IU Media School and wants her students to know how integral it is to make themselves available while being open and willing to try new things to make inroads into the profession.
“There’s always a story to be told, so even if it’s a random event that you don’t think anyone’s paying attention to, there’s people there; there’s human stories and their stories matter,” Whitaker said. “That’s what I always try to tell my students is [to] just find that story that makes people interested in it and find that story that matters.”
Over the years working in these dual roles, Whitaker became more skilled in her position and proceeded to audition to join the Tampa Bay Rays’ broadcast crew on Bally Sports Sun as a field reporter. When she received news that she had landed the coveted job, she remembers starting to cry in her closet while trying to organize her clothes. After all, Whitaker had just learned that she would get to perform the role she idolized when she was young. The access her role gives her to the players and coaches on the field is not taken for granted.
“I’ll interview hitting coaches about a guy’s hands and where they’ve moved and about his stance,” Whitaker said. “….In the next hit, I’ll tell a story about a guy who drinks a smoothie every day before the game and he feels [that] putting spinach in it has really made a difference or something like that. My reporting style is pretty much all of it, but I do like to do the human interest stories more than I like to do anything else because I think that’s unique.”
After each Rays win, Whitaker takes the field and interviews one of the players on the team. Earlier in the season, she remembers speaking with Rays outfielder Jose Siri after he drove in three runs against the Detroit Tigers; however, the broadcast was not on Bally Sports Sun. Instead, she was doing the interview for Friday Night Baseball on Apple TV+, a national broadcast property the company pays MLB an estimated $85 million annually to carry. Going into the interview, Whitaker knew that she would need to appeal to more than just Rays fans and appropriately started the conversation by asking about the game.
Yet she also knew that it was “Salsa Night” at Comerica Park in Detroit and thanks to her work with the regional network, was cognizant of the fact that Siri likes to dance in the dugout. As a result, she concluded the interview with a request for Siri to demonstrate his salsa dancing skills, something that made an ordinary conversation stand out.
“I tried to personalize it a little bit to help people get to know Jose Siri a little bit better because I think that’s important,” Whitaker said. “….You make sure you talk about baseball, but then you add a little flair to it; add a little personality to it. Everybody loves salsa, right?”
The Apple broadcasts require Whitaker to prepare as she executes her role with the Rays, keeping her wholly invested and consumed by baseball. There are occasions where she is afforded the luxury of reporting on Rays games for her Friday night assignment, but they are rare. Therefore, she needs to become familiar with two teams by reviewing statistics, reading local reporting and conversing with those involved. She keeps her notes on her cell phone and makes lists of what she is going to do during the day to keep herself organized and focused.
Throughout the week, Whitaker actively prepares for the Friday night matchup and meets with her producer to contribute her ideas and learn about the macro vision of the broadcast. The Apple broadcast, aside from using high-caliber technology, also regularly equips microphones to place on players that allow viewers to hear what is transpiring on the field. Whitaker, along with play-by-play announcer Alex Faust and color commentator Ryan Spilborghs, coordinate with the production team throughout the game to present an insightful and compelling final product.
There was criticism of the Apple TV+ live game baseball broadcasts during its inaugural season, but the noise continues to diminish in its sophomore campaign. Whitaker views her role as accruing a confluence of stories about the game and more insightful looks at the personalities on the field. Before each contest, she interviews a player in the dugout and asks questions that put the season in context, granting a comprehensive understanding about a subset of their journey.
“We try to get their thoughts on the season so far at the plate, but also try to get to know them on a personal level,” Whitaker said. “My role is to really bring the viewers down to that level of the dugout and into the clubhouse.”
It is considerably more facile to execute such a task before the game than it is during gameplay because of the introduction of the pitch clock. While it has undoubtedly sped up the game and made the product more appealing for fans of all ages, its actualization threatened the viability of unique aspects of baseball broadcasts. The Apple TV+ crew may work together once per week, but over a 162-game season spanning parts of seven months, there is a perdurable bond and unyielding chemistry evident therein.
“Everybody on that crew – and I seriously mean this – is so supportive no matter who you are as long as you do your job well,” Whitaker said. “They don’t even think about the fact that I’m a female in sports [and] they just support me. They help me take constructive criticism because they care and because they truly see me as an equal.”
Whitaker has had the chance to report from Wrigley Field with Apple TV+ and vividly remembers her experience of stepping inside as a media member for the first time. It was a surreal full-circle moment that has been the result of years of determination and persistence to make it to the major leagues.
“I walked into Wrigley and I started to tear up because I remember when my dad and I used to go there and I was 12 years old,” Whitaker stated. “If you would have told me at 12 years old [that] I would be doing a national game at Wrigley, I would have told you [that] you were lying because I just wouldn’t have thought that was a possibility.”
Although Whitaker is receptive to potentially hosting regular sports programming in the future, she has found the joy in her roles with both the Tampa Bay Rays and Apple TV+. Being able to experience historic moments, including Pujols’ milestone home run, and then diving deeper into the situation makes the countless flights, hotel stays and lack of a genuine respite worthwhile. She hopes to continue seamlessly fulfilling her responsibility this Friday night when the New York Mets face the Philadelphia Phillies at 6:30 p.m. EST/3:30 p.m. PST, exclusively on Apple TV+.
“There’s always a story to be told, and if you’re good at your job, you’re going to find that story even on a day where you’re like, ‘Oh gosh, there’s nothing going on,’” Whitaker said. “I take that pretty seriously.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
Radio Advertising Can be the Secret Weapon For In-House Digital Marketers
“The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU.”
Remember when in-house marketers were primarily focused on traditional media and needed help navigating the digital and social media landscape? Well, the tables are turning!
The rise of digital-savvy in-house marketers is opening up exciting opportunities for radio ad salespeople. As local businesses increasingly invest in digital marketing, some are finding they need your expertise in radio advertising.
Borrell Associates has released their latest Business Barometer, and included in the findings was a slight but noticeable shift favoring traditional forms of broadcast media. Let’s dive into how sports and news radio ad salespeople can leverage this shift to target businesses with proficient digital marketing people on board who may need to know more about the potential of radio advertising.
1. Digital-Marketing Trending UP!
Borrell Associates’ recent findings indicate that businesses are increasingly proficient in digital marketing. They are adeptly managing their websites and social media channels, driving results through online campaigns. However, this digital surge doesn’t necessarily translate to expertise in traditional media, such as radio. Hey, do you know a business like that? And make sure you know of an outsourced digital agency you can refer who can handle your clients’ digital and social media for very few dollars. You can help manage the rest of the budget!
2. Target In-House Buyers
Make a list of businesses you know that have in-house people who are digital-oriented or younger owners who handle mostly digital advertising independently. Or, how about the in-house marketing person who only takes on marketing initiatives like events or sales promotion and knows nothing about advertising? Get ’em!
3. We create demand
One of the unique selling points of radio is its ability to generate demand and send more customers to Google or your client’s website. Digital marketing can often direct buyers seeking a specific purchase but can’t create lasting impressions and build demand and loyalty like your station. Use this advantage to demonstrate how radio can reinforce the brand story and enhance the effectiveness of digital campaigns.
4. Surround the listener
Recognize that businesses with digital marketing expertise may want holistic solutions. Sell packages that combine digital and radio advertising. Include your streaming endorsements with social media and geo-fencing. They get it and will be impressed with reaching their target audience across multiple touchpoints.
5. Be the Teacher
Your prospects may be experts in digital marketing, but they might not fully understand the potential of radio advertising. Take on the role of an educator. Provide resources, case studies, and success stories that showcase how your station and radio have boosted digital-savvy businesses’ results.
6. 1+1=3 for Creativity
Collaboration is key when working with clients with a digital marketing team. Involve them in the creative process of writing and producing radio ads. Creativity could be their strength, and they will bring fresh perspectives to your production.
The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU. Maybe your client is struggling with their digital strategy. Imagine that now they may be seeking you out to help them understand what they have already read about buying radio advertising. It’s time to adapt your approach and position radio as a complementary and powerful tool in the digital marketing person toolkit.
Jeff Caves is a sales columnist for BSM working in radio, digital, hyper-local magazine, and sports sponsorship sales in DFW. He is credited with helping launch, build, and develop SPORTS RADIO The Ticket in Boise, Idaho, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at [email protected] or find him on Twitter @jeffcaves.
Bill Parcells Shaped The Media By Giving Them Hell
“Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter.”
Two of the most talked about media stories of the past couple of weeks intersect in the form of one legendary NFL head coach – Bill Parcells.
In the wake of Aaron Rodgers’ potentially season-ending Achilles injury in Week 1 of the NFL season, many media pundits harkened back to 1999 when then-Jets quarterback Vinny Testaverde suffered a similar injury in the first game of the season. Like Rodgers, Testaverde was a veteran signal-caller looking to bring the long-suffering Jets to a Super Bowl.
One week after Rodgers’ injury, Los Angeles Chargers Head Coach Brandon Staley was in the media mechanism for an exchange with a reporter after his club fell to 0-2. Staley took issue with a query about whether the team’s monumental playoff collapse last season versus Jacksonville has carried over to their slow start this season.
ESPN’s First Take included video of Staley’s comment on their September 19 show building it up as some rash, heated interaction between coach and press. It was not. In fact, Staley merely directly answered the question asserting this season has nothing to do with last season.
Both of these headlines find common ground in the person of Bill Parcells. Parcells was the head coach of the Jets in 1999 when Testaverde’s season ended in that fateful game vs. New England. In addition, he was notorious for some truly vitriolic run-ins with post-game reporters.
Forget about Staley or even the infamous press conference rants of Jim Mora (“Playoffs!?”), Herm Edwards (“You play to win the game!”), and Dennis Green (“Crown ‘em!”). To the media, Parcells was Armageddon, Three Mile Island, and Hurricane Katrina rolled into one. Never has there been a football character so inexplicably loved and despised.
In New England, Parcells’s arrival as head coach of the Patriots in 1993 signaled the turnaround of the franchise, but fans refuse to vote him into the team’s Hall of Fame because of his unceremonious jump from to the Jets after the 1996 season.
When that happened, Parcells again grasped the media spotlight stating, “If they want you to cook the dinner, at least they ought to let you shop for some of the groceries.” He was referring to new owner Bob Kraft taking final say personnel decisions away from Parcells.
Like him or not, Parcells, known as The Tuna, rejuvenated five NFL franchises. The New York Giants were a mishmash of Joe Pisarciks and Earnest Grays before Parcells turned them into two-time champions.
Patriot fans actually cheered for the likes of Hugh Millen and Eugene Chung until Parcells came to town and brought in players like Drew Bledsoe, Ty Law, Willie McGinest, Adam Vinatieri, and Tedy Bruschi, laying the foundation for a dynasty.
And the Jets? They were living off the fumes of Joe Namath’s Brut 33 until Bill Parcells constructed a team that went from 1-15 in 1996 under Rich Kotite to 9-7 and 12-4 in 1997 and 1998 respectively with Parcells.
The Cowboys were 5-11 under Dave Campo in 2002. The next year, they went 10-6 with Parcells. Miami was 1-15 in 2007. The next year, with Parcells as executive VP of Football ops, they won the AFC East with an 11-5 record.
The Catholic church has its Apostle’s Creed. Those who follow the gospel of The Tuna have A Parcells Creed, and it goes as follows: I believe if a reporter asks Parcells if he outcoached a colleague, that reporter will be called a “dumb ass.” I believe that the media are “commies” and “subversive from within” as Parcells once labeled them.
I believe in using the media to denigrate young players to keep their egos in check. After Jets QB Glenn Foley had a solid preseason performance a few years back, the New York media surrounded the redheaded QB as if he had won the Super Bowl.
Parcells walked right in front of Foley and sarcastically asked, “Do you mind if I get past Sonny Jurgensen over here,” referring to the similarly redheaded Redskin quarterbacking legend.
In 1995, when all of New England was agog over a rookie running back named Curtis Martin, Parcells slyly commented to the press, “Well, we’re not carving his bust for Canton just yet.” And of course, there was the late Terry Glenn. When asked how the former Patriot wideout was recovering from an injury, the Tuna spouted, “She’s doing just fine.”
Parcells’ stints as a studio analyst on ESPN, although insightful, seemed out of place. He would sit there, dressed in a dark blue suit talking strategy with fellow ESPN gabber Steve Young. Honestly, he looked like a rotund funeral director searching for someone to embalm.
Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter.
I interviewed Boston media personality Steve DeOssie about Parcells. DeOssie was the defensive signal caller for the New York Giants (1989-93) when Parcells was the team’s head coach. He again played for Parcells in New England in 1994.
He told me, “Parcells realizes that the media is the enemy. Let’s face it, the media cannot do anything positive for a team, but they can put stuff out there that could lose a game. The bottom line with Parcells is whether it helps his team win.”
“He loves the camera and the camera loves him. He enjoys that part of the business. The media can spin it any way they want. Parcells does not suffer fools gladly and a lot of media types don’t like being called out in press conferences.”
Another Boston media legend also gave me his reflections of Parcells. Bob Lobel is the most revered sports anchor of all-time in New England. He stated, “I did a one-on-one interview with Parcells awhile back. He is so down to earth yet has this aura. It’s easy to be in awe of him.”
The national perspective is similar. When Troy Aikman was an analyst for FOX Sports, the current Monday Night Football color commentator credited Parcells with restacking the Cowboys’ roster and bringing winning back to Dallas.
When asked about playing for Parcells with the Jets, FS1’s Keyshawn Johnson offered, “He taught me how to do things, how to pay attention.”
Even people whom Parcells fired maintain a respect for him. Sirius NFL Radio’s Pat Kirwan was the director of player administration for the Jets when Parcells arrived in 1997.
Kirwan told me, “Parcells rebuilds a franchise from top to bottom. He evaluates everyone from the trainers to the doctors to the equipment guys. In 1997 when Bill came to the Jets, I knew I was qualified, but I also knew that Bill would let me go.”
In a September 12, 2023 story, New York Post reporter Brian Costello interviewed Parcells about the Rodgers injury.
This master of media mind games famous for the quote, “You don’t get any medal for trying,” revealed his visceral core telling Costello, “You are charged with winning games under any circumstances … They’re not canceling the games. They’re not canceling them. You’re coaching them. It’s your job to get your team ready to play to the best of their ability.”
John Molori is a weekly columnist for Barrett Sports Media. He has previously contributed to ESPNW, Patriots Football Weekly, Golf Content Network, Methuen Life Magazine, and wrote a syndicated Media Blitz column in the New England region, which was published by numerous outlets including The Boston Metro, Providence Journal, Lowell Sun, and the Eagle-Tribune. His career also includes fourteen years in television as a News and Sports Reporter, Host, Producer working for Continental Cablevision, MediaOne, and AT&T. He can be reached on Twitter @MoloriMedia.