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The Dodgers Score Now On Their Own Website
By: Doug Bedell
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Following up on yesterday's post on sports fans being tracked as data, here's strike two, from Joe Jarek, director of public relations for the Los Angeles Dodgers, speaking at a communications conference in Australia: Traditional media aren't any longer always the best way of getting a message out because "you can't measure column inches anymore as there aren't any inches left in traditional media."

The story on the mUmBRELLA site isn't very long, but it's of seismic importance for summing up where we are in this starkly changed media era: "Gone are the days when (for us) The Los Angeles Times ruled the city," Jarek said. "Very few (media) have that kind of influence anymore. So I'm of the view of giving it to our own website which is double or triple what the readership of the Los Angeles Times is in print and online." Presumably Jarek means breaking news about the Dodgers. 

We've been giving intimations of a digital, sponsor-operated news setting like this for some time on Flack Me. But now, as spring training draws to a close, we're about to experience, and presumably enjoy as much as always, a baseball season being framed in a much different media setting. (Though Associated Press and its baseball writers might quibble, "Not so fast there..." We won't swing at that one, though.) 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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