After years of declining relevance, The Sporting News is making aggressive moves to revitalize its brand by tapping into the digital sports media boom. The once-dominant publication, which hasn’t been widely read since its acclaimed 2000 charity-focused issue, is now betting big on high-profile bloggers to attract a new audience.
The outlet has quietly assembled an impressive roster of talent, signaling a shift toward online engagement. Dan Shanoff, formerly of ESPN.com and the popular DanShanoff.com blog, will debut a new column on the site starting Monday. Additionally, Deadspin founder Will Leitch will contribute Super Bowl coverage, while Spencer Hall of Every Day Should Be Saturday and Pro Football Talk’s insider Mike Florio have also joined.
The strategy mirrors recent industry trends, where established platforms like ESPN and Yahoo Sports have absorbed independent voices—such as Henry Abbott and ex-AOL FanHouse writer Jamie Mottram—to bolster their digital reach. The Sporting News’ new blog section adopts a format similar to FanHouse, though early feedback suggests the design and font choices need refinement. Traffic remains low, as evidenced by sparse reader comments, but the hiring spree indicates a clear push for relevance.
Once a print powerhouse, The Sporting News now faces fierce competition in the crowded online sports media landscape. By leveraging the credibility and followings of top bloggers, the publication aims to carve out a niche—but whether it can translate buzz into sustained success remains to be seen.
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