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Demoff kicks off workshop with keynote address on NFL, media landscape

July 1, 2011

St. Louis Rams VP Kevin Demoff

By Dominic Renzetti
Eastern Illinois University 

Kevin Demoff, executive vice president of football operations for the St. Louis Rams kicked off the first night of the Mid-America Press Institute’s seminar “Covering Sports Today and Tomorrow” Sunday, June 26 in St. Louis with a keynote address on the state of pro football.

Demoff admitted that the current state of pro football was less than stellar, but he remained optimistic that the 2011-2012 NFL season would start on time.

A former sports editor in college, Demoff said he grew up dreaming to be a sports writer. He now finds himself on the other end of the spectrum, working for the type of teams he grew up wanting to cover.

With the journalism industry having changed so rapidly from the time Demoff was a sports writer to the present day, he discussed many of the current trends surrounding sports media.

Demoff said there is a difference between team websites and those of media outlets such as ESPN.

“Fans don’t come to us for breaking news,” Demoff said.

Demoff said the focus of the teams’ websites are to give fans more in-depth access to player and coach profiles, along with videos and more features. He said fans are more likely to believe the information and news on a team’s website is either biased or filtered.

“We can profile the third-string linebacker, which the newspaper would never have time for,” he said.

He said the Rams have given up as a team on trying to break news, and the fans aren’t expecting them to. Demoff said he hopes to forward the revenue stream with content creation for fans.

Demoff said he is a fan of new social media platforms such as blogging, Twitter and Facebook. He said he likes it because it gives not only the people a voice, but also the players through their own personal Twitter accounts.

“I love it. It gives [the athletes] a face to interact with fans. It provides athletes with a great voice. People want to hear it. It’s real,” he said.


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