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Liam McHugh Continues To Try New Things

“It’s probably healthier for the game — healthier for all these broadcasts — if it’s on multiple networks. I think a little healthy competition is not a bad thing.”

Derek Futterman

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The Pittsburgh Penguins have been one of the most consistent and dominant teams in the National Hockey League over the last decade, winners of four Stanley Cup championships in the last 15 years. If you’re a devoted hockey fan, that statement of fact is obvious, and you would expect the team to be part of any conversation about the Stanley Cup Playoffs taking place on Turner Sports’ studio coverage of the NHL, led by Liam McHugh.

Sometimes though, the conversation diverges from the sublime to the ridiculous – but it is in the ostensible absurdity where, perhaps, the NHL on TNT differentiates itself. In this case, it was discussing what Penguins’ defenseman Kris Letang had dressed up as for Halloween – which turned out to be a grasshopper – and then deliberating on the characteristics of the animal and whether it is considered a predator or prey.

“The intent of that was to show [the team] in costumes, make a comment and then move on – but it just took on a life of its own,” McHugh reflected. “In the same respect, the very next segment what [the analysts] do really well is they can then break down the game really well. They can hit a key moment; they can interview someone really well and bring some personality out of them.”

The enigma of taking different approaches to covering sports – ranging from shootout contests to musical performances by studio analysts to dropping teddy bears from the ceiling to displaying tweets in real time – captivates and engages the audience. It is, according to McHugh, a “smart, entertaining and fun” way to bring out the personalities of the studio crew, and, in turn, helps augment the reach and popularity of hockey.

The approach is straight out of the playbook of Inside the NBA, the broadcast entity’s signature studio program for its coverage of the National Basketball Association, and something McHugh learned from its host Ernie Johnson.

“You want to just put something out there because you know your co-hosts are going to react to it,” he said. “You’re not exactly sure what the reaction might be, especially when we have [Paul Bissonnette] – I can ask him a basic question and I don’t know what the reaction’s going to be – but you want to put something out there that you know they’re going to react to and see where it goes.”

Working as a lead studio host for broadcast coverage of the NHL was never an obvious landing spot nor something McHugh planned for. His mother worked as a librarian and his father taught English, making the command of language through reading and writing a vital part of McHugh’s upbringing. It turned out he gravitated towards writing and subsequently pursued a career as a print journalist upon matriculating at the University at Buffalo.

Even after McHugh joined ESPN The Magazine, he did not think of himself particularly adroit as a print journalist, and conversations with his editors suggested that focusing on a different niche in the industry was likely the most suitable option. Despite possessing a taciturn demeanor which was, at one point, uncomfortable with public speaking, McHugh decided to build a career in broadcast journalism and attended Syracuse University to attain his master’s degree in the craft.

“I remember there were plenty of people there who were, on day one, sitting there saying, ‘I’m going to be a SportsCenter host,’ or if they were in news, ‘I’m going to be a nightly news anchor,’” McHugh recalled pertaining to his time as a graduate student. “I was really at this point trying to make a career, enjoy it, make enough money to live on and have some success.”

After local television stops in Terra Haute, Indiana and Oklahoma City, the Versus Network came calling for him to be the host of The Daily Line, an evening sports news show focused on fan engagement and banter. McHugh worked with professionals in different sectors of the industry on the program, including comedian Reese Waters, blogger Jenn Sterger and handicapper Rob DeAngelis.

Although it was canceled after seven months because of low viewership, it led to a new opportunity following the merger of NBCUniversal and Comcast (then-owners of Versus Network) related to covering hockey.

McHugh grew up as a fan of the New York Islanders; however, he had not closely followed the sport for many years. At this moment of his career, he was grateful just for the fact that he was still employed after the show cancellation and would be able to make ends meet. Make no mistake about it though – McHugh desired to comprehensively learn hockey, leading him to fervently read and watch games while receiving guidance from Keith Jones, a studio analyst and trusted colleague.

“He was the guy who saw something in me, thought I could be a solid show host and someone that he could mesh with and be able to produce good content with,” McHugh said of Jones. “At the same time, he knew I was light on sort of the inside-hockey knowledge, but he was willing to sort of work with me and have conversations with me and educate me throughout that process.”

McHugh’s first role would be as the host of NHL Live, the studio-based show airing before and after each of NBC’s nationally-televised hockey games. Being present among a team of established professionals with an abundance of skills took the pressure of McHugh to be preoccupied about anything other than performing his primary job. He had never worked at a national level in broadcast media before; therefore, he felt an immense amount of pressure to make sure he continued to earn his place and the trust of his bosses and colleagues.

“I had basically done everything myself from editing and shooting and writing to all of a sudden, there is now a machine behind you and you don’t have to think about every little thing in the show,” McHugh said. “You get to focus a little bit more on your role [and], to me, that was a big change and part of that change was being able to trust people…. they’re going to make the show look good.”

When McHugh was at NBC Sports, he was also hosting the wrap-up show College Football Talk and, eventually, worked as the on-site host of Football Night in America. These broadcasts lead up to Thursday Night Football produced in tandem with NFL Network and, for McHugh, took place on the road amid raucous crowds filled with energy and excitement. The pacing of the show and types of conversations that appealed to the audience quickly became apparent to him, along with how to best encapsulate the atmosphere; that is, until everything changed.

“I was doing that role during the COVID-moments,” McHugh explained. “Now you’re talking about like, ‘Hey, let’s go out to Liam McHugh; he’s at an empty stadium’…. The atmosphere is grim and it’s depressing and it’s hard to deliver the things that you want to deliver on-air. It was a lesson in how to do those reports from those places.”

Following the conclusion of the 2020-2021 season, the NHL negotiated new media rights deals with ESPN and Turner Sports, working with multiple broadcast entities to grow the game of hockey and deliver a stellar broadcast product. Subsequently, McHugh departed from NBC Sports and joined the team at Turner Sports to host its studio coverage, working alongside Anson Carter, Rick Tocchet, Paul Bissonnette and “The Great One”, Wayne Gretzky.

“He clearly does not have to do this and I thought he’d come in week one, sit with us for five minutes and be like, ‘Why am I here? Why would I want to do this?,’” McHugh said of Gretzky. “But instead, [he was] very much a hockey player in that he wanted to be a part of a team [and] wanted to be a part of this group.”

In working with two broadcast entities, viewers may perceive a sense of competition between each to present the best coverage of hockey. McHugh does not refute that assumption, although he does not feel that way. Conversely, he is sure the analysts, many of whom are friends with one another, have felt it. In the end though, aiming to be the best hockey broadcast on television is all for the benefit of augmenting the reach and allure of the game.

“It was different because at NBC, we had all of it for so long,” McHugh said. “In the end, it’s probably healthier for the game — healthier for all these broadcasts — if it’s on multiple networks. I think a little healthy competition is not a bad thing.”

McHugh and the NHL on TNT studio broadcast look to highlight the personalities of hockey players in order to facilitate the growth of the game in key demographics. Additionally, hockey has grown in popularity among young athletes with people taking the ice in all different parts of the country. Thus it is essential to maintain interest and, consequently, the growth trajectory through humanizing standout players and personnel.

“Pregame interviews are tough – guys don’t always want to talk; they want to get warmed up [but] I think we brought a different dynamic here where we brought out some of their personalities,” McHugh said. “Postgame interviews are usually better for us where it’s conversational and guys are joking around with us and showing their personality. Now you want to know more about that team; now you want to buy that guy’s jersey; now you want to root for that team.”

Turner Sports will broadcast the Stanley Cup Finals for the first time within the new seven-year national media rights deal and have comprehensive coverage of the Stanley Cup Playoffs as a whole. McHugh covered the Stanley Cup Finals several times while working with NBC, but what he did not have was the man widely regarded as the game’s greatest player on his panel.

He believes the presence of No. 99, the league’s all-time leader in goals, assists and total points, not to mention a key member of four Stanley Cup championship teams, will captivate fans and alter the way people view the game.

“Some captain is going to take that Stanley Cup and we’re going to all sit there and watch it,” McHugh said. “To have the first voice to speak about that be Wayne Gretzky who hoisted that cup; who was handed that cup as a captain, a superstar and a legend – that he’ll be the first person commenting on that; there’s nothing better than that.”

McHugh also continues to step outside of his comfort zone, recently signing on with Apple TV’s Major League Soccer Season Pass package as its lead whiparound studio host. His role with the NHL on TNT remains his priority, though, and he is grateful that Turner Sports executives did not encumber him when the circumstance arose. Just as he believes hockey has a chance to continue to grow its consumer base, soccer, which he played in college, is another sport drawing new viewers and imploring fans to keep tuning in.

“I love the game – I really do,” McHugh said. “I think it’s growing here in America and I think this is a league that’s getting stronger.”

Apple and Major League Soccer announced last November that they had reached an agreement to launch a subscription service to soccer fans in over 100 countries and regions. Fans can begin subscribing to MLS Season Pass on Feb. 1 for $14.99 per month or $99 per season and enjoy live games, highlights and an exclusive whiparound show among other features. McHugh is excited for the kickoff of the regular season on Feb. 25 beginning with a late afternoon matchup between New York City FC and Nashville SC.

“It’s a different type of show,” McHugh expressed. “Twelve years ago, it would have very much intimidated me and scared me – and I’m still a little scared – but I think, again, it’s out of [my] comfort zone and trying something different. It’s a cool opportunity to do all those things.”

The technology company continues to move into sports media and live game broadcasts with the addition of Major League Soccer as it prepares for a second year of Friday Night Baseball. It is a component of a larger implementation of streaming into the consumption experience, underscored largely in the National Football League with exclusive game broadcasts on ESPN+ and Peacock; Amazon Prime Video’s presentation of Thursday Night Football; and YouTube TV securing the rights to the NFL Sunday Ticket out-of-market package.

Covering hockey, soccer or most other sports, McHugh brings versatility and experience to programs on which he appears and looks to continue providing fans informative and entertaining talk. While having fun is certainly an important aspect of each broadcast, being able to maneuver in and out of moments of poignancy or earnest gravity is an indispensable part of discussing all subject matter. He learned how to do this by conversing with Ernie Johnson and Bob Costas, while also watching late night television hosts; that is, those who do not primarily focus on sports but rather entertainment and pop culture at large.

“Sitting there whether I was watching Jon Stewart or Stephen Colbert or people like that and realizing how you can have serious moments in a show; then you can pivot and have a light moment; and then pivot right back to something serious,” McHugh said. “That’s something that I really wanted in a show and I wanted to know how to do that. It’s not an easy thing and I’m still learning. Those are people that I watched because they were the best at that, and I think it’s something we’re trying to bring to the table on this show.”

Embracing spontaneity with the ability to take on new roles or to create a memorable moment based on free-flowing conversation is an aspect of hosting Liam McHugh has worked to master over his time in sports media. He takes his job seriously but does not take himself too seriously, allowing him the freedom and flexibility to enjoy his work and develop amicable working relationships with the studio analysts. He has also had to make sacrifices and now looks to attend more of his childrens sports games since he missed many of them over the years.

In covering Super Bowls, Stanley Cup Finals and Olympic Games throughout his career, he has taken calculated risks in sports media and is trying to enjoy the journey on the “long, twisting road.”. His previous experience as a multimedia journalist, print reporter and athlete have rounded him into the professional he is today – providing an assist to showcase hockey and soccer as a host.

“I’m thankful for the fact that I’ve got to do so many things that I never expected to,” McHugh said. “In the end, they make you so much better at the things that you do know – they just do.”

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How to Help Your Clients with Low Website Conversions

Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

Jeff Caves

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Graphic for how to increase website conversions
Credit: WPDesigner.Biz

Are your clients dealing with low website conversions? Whenever a marketing campaign is run, and the goal is to convert website visitors into leads, the temptation is to blame low traffic, amongst other issues, for low form fills or appointments being generated.  Just spend more money, you may think! Sometimes, you must look at at least four other potential issues to tackle poor conversion rates. Here are some actionable steps using the IT services industry to increase website conversions.

IT Solutions specializes in providing products, services, or solutions related to technology, particularly in areas such as software development, hardware sales, IT consulting, cybersecurity, cloud computing, networking, and digital transformations. They faced challenges with their website conversions. Despite driving substantial traffic through Google Ads and other SEO tactics, they struggled to convert website visitors into form fills for appointment requests. A 2% to 5% conversion rate could be considered reasonable. Of course, conversion rates can vary based on various factors, such as the competitiveness of the local market, the quality of the website (and radio stations help most to fix that) and its user experience, the effectiveness of marketing campaigns, and the reputation and offerings of the IT solutions business. Focusing on improving the quality of leads and providing exceptional customer service can be just as crucial as achieving high conversion rates. Don’t blame EVERYTHING on the marketing tactics! 

The Diagnosis

Upon thorough analysis, several critical issues were identified with IT Solutions’ website:

1. High Bounce Rate: Nobody was checking out the business. If 70% or more of website visitors only visit the landing page, that is an issue.  It could be slow loading times, irrelevant content, poor user experience, or unclear calls-to-action that prevent them from wanting to know more about IT Solutions. You can check the bounce rate on the Google Analytics page for the website in the left-hand sidebar, click on “Behavior” to expand the menu, then click on “Site Content,” and finally, click on “Landing Pages.” You’ll see a list of landing pages and their respective bounce rates.

2. Complex Navigation: It was hard to move around the website to find relevant information about IT services, and it was unclear who they were initiating contact with and for what purpose.

3. Unclear Calls-to-Action (CTAs): The website lacked clear and compelling CTAs guiding visitors toward requesting an appointment. Simply stating “click here for an appointment” is like asking for a meeting whenever or without establishing value. Here are 28 CTAs for free.

4. Lengthy Forms: The appointment forms were long, without qualifying information, and requested excessive information upfront, deterring potential leads from completing them.

Action Plan

1. Optimize Landing Pages:

   – Redo high-traffic landing pages with clear messaging and compelling CTAs.

   – Showcase IT Solutions’ services as benefits, making it easier for users to request appointments, thereby increasing user engagement and conversions.

2. Simplify Navigation:

   – Reorganize the menu and add more action-oriented links.

   – Provide additional options for users to access relevant information, such as “Get a free IT Solutions 15-point checkup NOW” and “Take this 5-question survey to diagnose your IT issues,” motivating them to book appointments.

3. Enhance CTAs:

   – Utilize concise and persuasive messaging throughout the website.

   – Encourage visitors to take action, whether requesting a free download about “5 things you can do to solve your IT issues on your own” or “get a free pizza for booking an appointment.”

4. Improve the Form Fill:

   – Add a further line about the number of employees who qualify for incoming leads.

   – Highlight the value of leads based on company size, prioritizing forms with higher potential impact.

Review landing pages, navigation, CTAs, and form experience to address website conversion issues. Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

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‘NHL on TNT’ Gives Hockey Fans the ‘NBA on TNT’ Treatment

Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

John Molori

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NHL on TNT studio

Let’s play a little word association, sports media style. If I say TNT, what is your response? Chances are it will be a three-letter abbreviation of your own, namely, NBA. Over the years, TNT has built a reputation as arguably the premiere network to telecast the National Basketball Association.

The NBA on TNT pregame and halftime shows have become the gold standard with stars like Ernie Johnson, Jr., Kenny Smith, Charles Barkley, and Shaquille O’Neal. Still, it’s not just this quartet of roundball royalty that has fortified TNT’s hoops coverage.

The rep was also built on tremendous play-by-play announcers like Bob Neal and Kevin Harlan, color analysts like Doug Collins and Reggie Miller, and courtside reporters like the late Craig Sager and current sideline star Allie LaForce.

Indeed, TNT and the NBA have become synonymous, but I have some news for you. This network is not just about professional basketball. This past week I went off the grid with TNT looking at their in-game and studio coverage of the NHL.

On March 24, the NHL on TNT provided coverage of the Pittsburgh Penguins at Colorado Avalanche matchup. Kenny Albert did play-by-play with Eddie Olczyk on color. Albert is not as noted as his legendary broadcasting father Marv Albert, but he has certainly staked his claim as one of the best in the business – able to cross over to multiple sports with equal aplomb.

Hockey is a strong suit for Albert. His rat-tat-tat, drama-building style draws viewers in and keeps us on the edge of our seats. Similarly, Olczyk is one of the top four or five NHL game analysts in the business. His style is understated, providing calm and clear analysis of key plays. They work really well together.

Albert eschews any kind of hackneyed and trite catch phrases for his goal calls. An emphatic, “He shoots and scores!” is plenty enough.

Hockey is a different beast when it comes to play-by-play. Unlike basketball, baseball, football, or even soccer and tennis, there is a minimum of breaks in the action. With hockey, a play-by-play announcer has to know the names of the players like he or she knows her kids’ names.

To me, it is the hardest sport for play-by-play and equally difficult for a color analyst. In basketball, after a team scores, the play-by-play announcer will keep silent and give the color analyst time to talk until the play crosses center court. In baseball and football, there is ample room for commentary.

Hockey does not offer such space, but Olczyk gets the most out of the minimal amount of time. Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

Coming back from a break in the game, Albert and Olczyk provided on air commentary and then tossed to ice level reporter Brian Boucher who has grown into a tremendous asset to the TNT broadcasts. Boucher provided real talk about Colorado’s objectives of staying on top of their division and vying for the top seed in the Western Conference.

The Penguins, squarely in a rebuilding year having dumped talent at the NHL trade deadline, surprisingly jumped out to a 2–0 lead in this game, and the TNT between periods studio crew was all over it. The excellent Liam McHugh hosted alongside Colby Armstrong, Anson Carter, and Keith Yandle.

Armstrong was especially entertaining. With Pittsburgh outshooting the Avs 16-4, Armstrong noted that it’s the best he’s seen Pittsburgh play in a long time. His reasoning was that teams get geared up for playing Colorado even if it’s out of fear. Great stuff.

Both teams tallied two goals in the second period giving Pittsburgh a 4-2 lead heading into the final frame. When Colorado’s Nathan MacKinnon set up Jonathan Drouin for a goal to make it 4-3, Albert and Olczyk showed their strengths.

Albert called the pass from MacKinnon and one-timer goal from Drouin, and immediately noted that MacKinnon now had a point in all 34 of Colorado’s home games this season. On the goal replay, Olczyk showed how the play developed pointing out how McKinnon allowed Pittsburgh’s Evgenii Malkin to come in close before making the past to Drouin.

The TNT production team then showed a graphic displaying that McKinnon is now second all-time in longest home points streaks trailing only Wayne Gretzky. This was a sublime sequence of symmetry between talent and technicians like a songwriter, musician, and singer creating beautiful music.

What was supposed to be a blowout win for Colorado had now become a hockey barn burner, and the TNT crew was up to the task. Every goal and key play was followed up with replays from multiple angles showing the genesis of the action.

TNT has certainly taken to the velocity of the hockey broadcast with movement that challenges directors, graphics professionals, and videographers.

When there were breaks in this non-stop action, Olczyk was at his best. No hockey analyst draws on his experience as a player and explains that experience better to viewers. The TNT broadcast also lets Boucher freewheel and join in the flow of discussion without having to be introduced.

TNT does not merely rely on the traditional wide shot of the entire rink. We see close-up shots of each goaltender after a great save and the sweat of players on the bench or in the penalty box.

When McKinnon tied the game at 4-4 with 4:38 left in the third period, we got a series of tremendous crowd shots showing the Colorado fans going absolutely berserk. The sage Albert and Olczyk wisely remained quiet for several seconds, letting the cheers do the talking.

When Drouin scored the game winner at 4:06 of overtime, Albert exercised controlled enthusiasm, raising his voice on the call of the goal, but not becoming the show and overshadowing the play itself. He is definitely in the mold of Dan Kelly, Gary Thorne, and Sean McDonough, announcers who enhance but do not supersede the game.

Putting a cherry on top of this hockey Sunday, TNT showed a graphic that the Avalanche now led the NHL in comeback wins this season with 25 and that they were riding a 9-game winning streak. In analyzing the goal, Olczyk opined that the altitude of playing in Colorado was prevalent as the Penguins seemed to tire as the game progressed – really interesting insight.

In the postgame show, Anson Carter made a great point that the chemistry between Drouin and MacKinnon stems from the fact that they have been playing together going back to junior hockey. McKinnon joined in from the arena for a postgame interview. The analysts asked solid questions and even did a funny MVP chant together as the interview ended.

The NHL on TNT takes no back seat to its elder NBA sister. The broadcast provides viewers with flash, dash, and serious hockey talk from every angle – in studio, from the broadcast booth, and on the ice.

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Kim Mulkey Now Has Everyone Anticipating Washington Post Story

I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it.

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photo of LSU women's college basketball coach Kim Mulkey
Credit: Dailymail.co.uk

The Washington Post, you might’ve heard, has a story coming out about controversial LSU women’s basketball coach Kim Mulkey. The reason you might’ve heard is because Kim Mulkey told you. The Tigers coach read a fiery prepared statement just before her team started the Women’s NCAA Tournament. In the statement, Mulkey threatened to sue The Post for defamation before the first word was even published.

Now, I’ve never run a public relations firm but that did not seem like a good idea. The Washington Post story on Mulkey is one of the bigger stories in sports right now and nobody even knows what’s in it. The reason the story, apparently unflattering to Mulkey, is even on anyone’s radar screen is Mulkey herself.

It all started with an innocuous social media post by Sports Illustrated’s Pat Forde right in the middle of the most anticipated two days in sports, the NCAA Tournament Round of 64. On his X account, Forde posted: “Hearing some buzz about a big Washington Post story in the works on LSU women’s hoops coach Kim Mulkey, potentially next week. Wagons being circled, etc.”

You know what generally will go unnoticed at 4:00 on the first Friday of the NCAA Tournament? A post on X about a women’s basketball coach. But don’t tell Mulkey, she saw Forde’s post and decided to fight fire with nuclear weaponry. The result: the average person like me now is really interested in what has Mulkey so incensed. By “average person like me” I mean that I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it. Maybe:

“LSU Women’s Coach Discovers Ark of the Covenant”

Or:

“Mulkey Reveals True JFK Assassin(s)”

Perhaps:

“Famed Women’s Basketball Coach Reveals the Mystery Behind Slow Drivers in the Left Lane”

Literally any of those catch my attention more than whatever will likely be the Washington Post headline about Mulkey. But now Mulkey is “Mad as Hell and is not going to take this anymore” so I now have an interest I would never before have had in this story. It has been fascinating to watch the online speculation about the subject of the article and all we really know, as of now, is that it will be written by Kent Babb. This is a dream come true for Babb; he writes an article that is, presumably, not flattering about Kim Mulkey and, before it is even published, she gives the article the greatest commercial anyone could give it. Babb couldn’t have entered into a business agreement with Mulkey and had this turn out better for him.

For those who don’t follow Babb, he is a former NFL reporter who now is an award-winning writer for the Washington Post. In his 14 years with The Post, he has written sports features and authored a couple of books. One of those sports features stories was a deep dive into what he viewed as a large inequity in the level of pay for LSU head football coach Brian Kelly and his LSU players. It is this piece Mulkey described as a “hit piece” and, based on that piece, referred to Babb as a “sleazy reporter.” Babb, and many others, resented the fact his story was labeled as a hit piece. In fact, Babb essentially confirmed he was the author Mulkey was referencing when he shared the original article on X with the comment: “Hit piece?”

Whether a printed piece or a recorded interview, I can’t imagine a better promotion for it than the subject of the interview threatening a libel/slander lawsuit, especially before it is even released. That simply screams “This piece is salacious!!” Also, libel and slander suits get settled all the time, right? Of course they don’t, they seem to never even get filed. That little thing called discovery is a scary thing for most public figures.

The NCAA Tournament has been very entertaining, and I think the Sweet 16 and Elite Eight will be terrific. For only the fifth time ever, the top two seeds have advanced to the third round which sets up for a remarkable weekend. For me, I guess it will now include a Washington Post article, not a sentence I’d normally say.

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