New Directions

In the coming few weeks, closing out some new outlines on the three states of media for college sports information: the mobile, the record and the pitch. Just as solid, liquid and gas represent different states of matter, we need to think of our total brand and how we will utilize each form of media. And yes, the printed word remains crucial. Blunt force trauma will result from the cutting of printing budgets for press guides -- rumored all around the country again.

I said it in 2005 when this narrow minded proposal was made by the NCAA, I'll repeat it today: not every bit of recruiting can be done on-line, not every mission of the university can be fulfilled by a web site.

Heresy, for a blogger. Perhaps.

Fact of the matter is the institution must match its message to the proper format. Websites are increasingly becoming reference material. Lists, PDFs, records, old stories, historical bits. News is rapidly leaving the 15-inch screen and migrating to the mobile device. Yet, we continue to front news. A refocusing time is immediately ahead for sports information people.

Does the university print the "racing form" -- the list of class schedules -- any more? No, it's listed data that can be better transmitted in digital forms. Even school catalogs fit better on-line.

But nothing equals the magazine format for an emotionally evocative presentation of a school's pride, history and traditions. No amount of website work is going to make the message statement of a well crafted two-page spread with accompanying artwork. Sorry, paper is not going away.

How we spend money on it, what we print on it -- that will be the subject of a series of upcoming posts.

Meanwhile, chew on this thought -- as sports information begins to give away its old soul, the future just might be in "sports" "information". Huh?