So We Now Move On…

Stephen King was once asked who his audience is for his novels, and his answer was that he writes for everyone who slows down to look at accidents. It is the sense of spectacle that makes events, no matter how bizarre or contrived they sometimes seem, that draws everyone to them. Case in point was the past week, or month, or year, and all the information, misinformation, rumors and talk about LeBron James and free agency, all of which came to a head with a huge audience on ESPN Thursday night. So now that the world knows and is debating winners and losers, what is it that we really know today that we didn’t know yesterday about James’ move to South Beac.? Some thoughts…

Brand Value: Many have said James diminished brand with the show and the way things were handled, and that may still be true, but it is too soon to tell. Is the hammer flying toda. Yes. Other than a trip back to re-sign in Cleveland there would be issues for James today.. What we do know is that there will probably be a record run on new jersey sales, demand on tickets in Miami (a market which in the best years still has to hustle to sell tickets) and on the road for the Heat, and that there are no sponsors that are seen running from the James camp. Is there damage in some credibility for Jame. Did he take media hits and could he have handled the situation on air on live TV last night bette.? Sure. However the difference will be in the long term success of James as a player. If the Heat are successful, this news cycle goes away for James. If they are not, then no matter how well things were or were not handled may not matter for the long term. We live in a very short memory, high performance world, and LeBron's long term brand will be judged by that.

News: The interesting thing about the one hour special was not as much what was said but how things were played out and what does it mean for the future of “news.. Much has been made in recent years about the confluence of marketing and advertising and how it flows or doesn’t flow into objective journalism, whether that is a news station airing pre-packaged and provided news stories, “advertorials” that fit into the course of a magazine or newspaper that look like news, or radio spots voiced over by announcers that come across as general news stories. What crosses the line and what is objective. The debate is going to rage on as to whether the ESPN special was news or an outreach for future “specials” when breaking news or controlled news is available. The continued mix of sport, news and entertainment was evident throughout the process, and where this goes in the future is a cause for concern by some as to what will be controlled or restricted by advertising or brand dollars in the future.

Social Media: One of the biggest winners in the process, at least as a medium for information, was the social media space. James’ move into twitter and all the followup tidbits of information and the give and take back and forth gave an interesting look into where we are and where we get our news (The New York Times’ Lynn Zinser had two great stories on who said what and where). Again does any of it make money immediatel.? No. However combined with traditional media, social media was a great driver of buzz, at least in limited characters. Speaking of buzz, those who did not see Buzz Bissinger's nearly 12 pages of tweets from Thursday should take a look.

Media Training: From James to Cavs owner Dan Gilbert to others, the question continued to be raised as to “who coached these guys” or did anyone tell them what to say and whe.? Anyone who thinks that what and how to say things was never debated, or these things happen in a vacuum, is being silly. The use of media training is not to always tell someone what to say…it is to make sure that whomever is speaking is prepared and understands the consequences of what they say or write or do. If the person in power…the athlete, the celebrity, the owner…chooses not to support or use the advice, that is their personal choice. All one can do is make sure that both sides are represented and to let the chips fall where they may. Will Dan Gilbert's rants and predictions be a rallying cry for cavs fans or will it be lost in the shuffle of a team struggling to surviv. We shall see.

Spin Control: We know what the Heat get out of Thursday and what the reaction was of Cleveland ownership. The next step to follow will be how the others involved move to position themselves going forward. The Knicks’ Amare Stoudamir. positioning makes him the focal point in New York now, with the message now that he will help lead the team back. The Cavs have new coaches and new faces and attitude to change. The Nets have lots of new off the court, and maybe more new on as well going forward. The Bulls have the same thing, having added Carlos Boozer and other pieces. The fever over getting James was insatiable in every market, and there is the halo of disappointment. Each team will now move on and find its own positioning with an ew level of buzz and engagement, with the Vegas Summer league now just around the corner. By the way, maybe the loudest yet quietest move of the week came from Oklahoma City, where Kevin Durrant tweeted hos contract extension, one that could be as loud a message for team growth as James and company to Miami.

So where does all this go in terms of lessons learne. The issue of controlled news will be one issue to watch, as well as the continued value of social media and the platforms it can and can’t yet provide. The excess and hyperbole that we wotnessed by all involved in the free agent hunt fed a growing fire for news and interest, which will not go away as the new Heat group descends into Miami for what could be a new reality show with sponsors lining up far and wide. Will James use media to repair an image outside of South Beac.? You betcha. Will people buy i.? They will if he and his new mates win. That is true regardless of where he ended up.

So yes, the accident on the other side of the road is now in the rear view mirror for a bit, until we take another treacherous turn and see what is out there ahead. What can that b.. Well, the baseball All-Star festivities are just around the corner…as are the Jets and HBO's “Hard Knocks.. Summer is just beginning.