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IN A STORY for The Wall Street Journal, Scott Cacciola writes about what may be the next trend in sports journalism, personal beat writers for athletes.

Specifically, he refers to Deron Williams of the Brooklyn Nets who has hired an agency that covers everything-Deron Williams for DeronWilliams.com.

On the surface, the move seems ingenious and radical, with one of his teammates calling it “big-time.” But ultimately, this is just the logical next step.

Athletes are already covering themselves in social media forums, such as Twitter and Facebook. But as we have seen on far too many occasions, athletes often get themselves in trouble when their material is not filtered and edited for public consumption.

So it makes sense that athletes would hire professionals to churn out their personal news in a manner that is better at promoting the athlete’s personal brand. In fact, this is something leagues and teams have been doing for years.

Of course, for many of us, this type of filter will be less entertaining. But for those fans that can’t get enough of their favorite athletes, this will grant them more access than ever before

Read more at Business Insider.

Call that commentary, THIS is commentary

Please stand for your New Orleans… Pelicans?