LeBron James' now highly touted big news announcement on ESPN on Thursday -- telling the world what team he'll be paying for -- offers up a different spin on the delicate world of
advertising-supported journalism. But what remains the same is how the check bounces.
ESPN won't be selling any
advertising for the hour-long show. James' announcement is so coveted that one of the conditions of
his exclusive ESPN interview seems to be that all proceeds from that TV show will be donated to the Boys & Girls Club of America, with his personal marketing team handling all deals from sponsors such
as McDonalds, Microsoft, and Coca-Cola.
Journalistically it's still a big scoop. But when Barbara Walters, "Dateline" or "20/20" or some other news show gets a "big interview," that
network gets to sell and profit from its own advertising efforts.
advertisement
advertisement
CNN is getting an exclusive Benjamin Netanyahu interview soon. Will it have to send a donation to some foster homes in
Israel?
This is philanthropy for sure. James probably already gives plenty to charities. But it's kind of a backhanded checkbook journalism of sorts.
James obviously
doesn't need the money -- unlike perhaps other news interview subjects who may participate in old-fashioned checkbook journalism. But that he can dictate where the money goes makes it a complicated
arrangement, some would say breaking journalistic precedent.
At the end of the day, ESPN will still benefit from high ratings and viewership for any promotional announcements for other
shows it might include in the hour-long show.
It doesn't come down to James making a donation; it comes down to ESPN being forced to make a donation to get a journalistic deal.
Advertisers still benefit -- getting big ratings and exposure.
This isn't Katrina. This isn't 9/11. This isn't a Gulf oil spill. This isn't really about the Boys & Girls Club of
America. This is about professional basketball.
It's still checkbook journalism -- but at least we can feel better about whom the check is made out to.