We aim to keep you updated on the changes in the media business with a view from the inside, or as close as we can get.
Now, we introduce you to a journalist trying to do something really different. Justin Rogers was the Detroit Lions/NFL beat writer for The Detroit News, a job he previously held with MLive. After 13 years on the payroll of legacy media outlets, he recently became a media start-up entrepreneur, launching an independent direct-to-consumer business, asking fans to pay him, rather than a news outlet for the coverage of the team.
In the first week, thousands of readers have already signed up for Detroit Football Network.
Thanks to Justin for taking time to answer a few questions during his first Training Camp working for himself. This should give you some insight on why his bet on the future of sports coverage is on himself:
Q. What’s your entrepreneurial vision?
A. Admittedly, this is going to sound underdeveloped, because of my inexperience in self-employment/publishing, but the heart of this venture is allowing my established foundation to be my continued foundation.
With 20 years of media experience, including the past dozen serving as a beat reporter, I’ve developed a deep understanding of what kind of content fans want and consume. Through trial and error, I’ve curated a style that’s helped me grow and connect with an audience across multiple publications and platforms. So, at its heart, quality content and a continued relationship with a preexisting audience is where I’m building this new home.
On top of that foundation, I want to expand the connection with my audience, enhancing the sense of community around the way I report on the Lions, while evolving and expanding my content offerings to include a more personal tone.
Q. What do you plan to do that isn’t possible with the traditional beat coverage of sports?
A. It starts with tone. While I will continue to stay true to journalistic principles of fairness, accuracy and objectivity, I will lean more into revealing my personality and how the sausage is made. What I mean by that is I want readers to understand the process of storytelling, regularly explaining how I get from idea to publication. That should enhance their connection to both me and the team.
Additionally, I can explore content that doesn’t organically fit into a print publication’s style, such as the “Pressers and Scrums” series I debuted during my first week. Those posts summarize the lower-level content available to not only every media member who attends practices, but is posted directly to the team’s website for the public to consume. I don’t want to ignore those storylines, but you can get them anywhere. My focus will be on unique stories, generated from one-on-one interviews.
Finally, there is a vision to grow more into some multimedia elements, particularly an already in-demand podcast, once I find the right partner.
Q. You’re betting that enough fans trust the name behind the story as much or more than they trust the masthead. That means writer has brand value. What do you hear from readers on that?
A. That was the biggest risk. You can see a number on a Twitter/X following, but how many are willing to make that jump with you? I had a good sense talking to others in the self-publishing space, but you still never know until you make the leap.
It’s less about what I’ve heard from readers and more about their actions. They’ve jumped, and at a much faster and voluminous rate than I reasonably hoped in these first few days.
Not everyone can do it. It took many, many years to cultivate my reputation (forgive me, I still have trouble calling myself a brand). The early support has been validating and humbling.
Q. How much is too much for content on pro football in the current environment?
A. It’s not possible to produce too much content about NFL football, particularly in the Midwest. Our love of sports is on a different level than the rest of the country. There is a segment of fans who do have a limit, but there’s a larger portion of the pie who consume everything and still crave more.
As a one-man band, I recognize I can’t provide the same volume against the whole of my previous employer, the Detroit News. There I had a backup writer, two columnists and editors to supplement the process and production. But individually, few reporters can match my day-to-day and week-to-week output. As long as I maintain those standards for myself, while aiming to be first, best and most unique in my content offerings, I have no concerns.
Q. One of the reasons why we started Tanner Friedman is that we really liked what we did, but we felt like we couldn’t do it where we were doing it anymore. It’s early, but what’s your advice for journalists who feel the same way?
A. My first piece of advice to anyone trying to make it in journalism, especially sports journalism, is never allow yourself to be outworked. That’s not for everyone, but if you want to achieve your goals, that’s what it requires.
Once you get your opportunity, build an audience through reliable, fair and accurate reporting. If the role requires opinion, be genuine. Don’t exaggerate your thoughts and beliefs for reaction. Treat people with kindness and respect, even when the topics you have to cover are difficult. And don’t neglect your audience. Connect with them through comments on your stories, emails and social media.
Reputation and knowing your audience are the keys that open the door to being able to successfully self-publish. You have to be trusted and your coverage topic has to have demand.