Media companies: Get adults to run your verticals

There was a little dustup this morning in the baseball blogosphere. Background: outfielder Josh Hamilton, a drug addict who has authored an amazing story of personal and professional redemption, recently relapsed. It was minor and his playing career will now resume, but it created a rift with this team, the Los Angeles Angeles. Yesterday the rift was resolved when the Angels traded Hamilton back to his old team, the Texas Rangers. You can read the background of it all here if you care.

Last night an Angels blog called Halos Heaven wrote an ignorant and hateful good-bye to Hamilton. It was vile, even by the standards of worst parts of the Internet, essentially predicting and almost wishing for, it seemed, Hamilton’s decline and death due to drugs. The company which hosts Halos Heaven – SB Nation – removed the blog post this morning, but you can see it preserved for posterity here. UPDATE: SB Nation and the guy who wrote that blog have “parted ways.”

This all interests me from the perspective of someone who, like the Halos Heaven guy, writes a baseball blog at a larger media company. A “vertical,” to use the parlance of the business. Just as that guy runs the Los Angeles Angels “vertical” for SB Nation, I run the baseball “vertical” for NBC. The biggest difference is that SB Nation’s entire model is verticals, essentially – they have hundreds of them across multiple sports – whereas NBC has a small number under the “Talk” brand like ProFootballTalk, HardballTalk, ProBasketballTalk, etc. while still doing lots of other things. Still, not terribly dissimilar in theory. And not uncommon in online media today. It’s been around quite a while.

The vertical model is useful. And robust. With it, a large media company can cover a lot of ground it wasn’t otherwise covering. People who use words like “scaleable” call this a “scaleable” model. (note: limit your interaction with people who use words like “scaleable” a lot). As opposed to having some central editor back at corporate actively managing and gatekeeping coverage in a zillion different disciplines, you get some “experts,” for lack of a better term, delegate and let them do their thing with much less day-to-day supervision. 

But there are tradeoffs, of course. When you delegate you take risks. A big risk of the vertical model is that one of your vertical mangers may be a freakin’ loon who writes hot mess content like that fellow at Halos Heaven did. When that happens, it doesn’t just reflect poorly on the vertical. It reflects poorly on the entire company. In this case, SB Nation. The same scalability that works to the media company’s benefit comes back to bite it when things go sideways.

Of course, there’s a good way to protect against this. Not by having some editor look everything over first, for that defeats the purpose and kills the robustness of the vertical model. The protection comes from hiring adults to run your verticals.

You’d think this is obvious. I mean, who in any business would delegate responsibility to someone irresponsible or with no accountability? No one, really, except for companies which publish stuff on the Internet. There you still see this a lot. Companies getting contractors or even unpaid folks to provide content. Attracting writers who, quite understandably, are looking for any break they can get. Often media companies sell this to them as “providing exposure,” but let’s be clear about it: it’s just a way for a company to get someone’s labor on the cheap.

Sometimes it’s young people who, however talented and promising they may be, might not have the market cornered on good judgment just yet. It’s not just an age thing. Indeed, I’ve seen better work from younger people overall than I have from older people, at least in sports. And the Halos Heaven guy, I understand, is at least my age and may be older. But there is a certain risk in delegating to someone so green.

The far bigger reason you get questionable content, I think, is because a lot of it in this day and age is being produced by people who are not being paid a living wage or for whom the internet content biz is not their day job. These people, young and old, may be talented, but they can’t really be expected to have the same level of accountability as an experienced, dedicated and full-time person. If you have a term paper due or a end-of-year accounting to be done at the company which supplies your health insurance, it’s not hard to understand why that bit of sports analysis came up half-assed. People prioritize in life. And, as the saying goes, you get what you pay for.

I realize this is self-serving and/or ass-kissing given that they employ me, but there’s a reason why NBC’s sports verticals work. And why they rarely if ever have stepped on it with questionable content: NBC hired grownups. Guys like Mike Florio, Kurt Helin and me. Adults who take our jobs seriously because they are, you know, our jobs, not our hobbies. Because we have been tasked with some responsibility and strive to demonstrate it in equal measure. Not because we’re better or more professional people or anything like that, but because that’s just how the basic social contract works when it comes to employment in our society.

The other “Talk” guys and I may write stuff that people disagree with. Heck, we do it often. But based on my experience in the real world back in the day, I know that an employer can deal just fine with an employee simply being wrong about something. I lost cases as a lawyer and I’ve blown bits of analysis as a blogger. It happens and will happen again. But what an employer does not like is having to answer constant questions about what the hell you just did from people who normally wouldn’t be paying attention. And what an employee can’t come back from is being an agenda item at a meeting to which he or she is not invited. These are the measures by which a model based on delegation is judged internally. And these are the things that happen when you delegate to people who aren’t as invested in your company’s mission and future as you are.

So: scale away, media companies. Achieve efficiencies and synergies with robust models until your heart and bank accounts are content. But understand that when you do so, you’re handing someone the keys to a truck with your name on the side. Make sure you give those keys to someone you trust and make sure you incentivize them to be just as careful with your truck as you would be.

Craig Calcaterra

Craig is the author of the daily baseball (and other things) newsletter, Cup of Coffee. He writes about other things at He lives in New Albany, Ohio with his wife, two kids, and many cats.

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