Athletes Publication Contracts | Has Social Media Killed Them?
Athletes Publication Contracts
Has Social Media Killed Them?
Remember when famous bodybuilders were paid big money to pledge their allegiance to a chosen magazine? The idea was fairly simple. They called it a "publication contract". A magazine would pay a bodybuilder a pile of money each month, and the bodybuilder would agree to speak ONLY to that magazine's writers and pose ONLY for that magazine's photographers. Joe Weider gets most of the credit (and the blame) for popularizing the publication contract. The objective was to create a competitive advantage in the once contentious world of bodybuilding media. The concept never caught on in other sports, but in the bodybuilding industry it became a big part of the commerce model that allows professional bodybuilders to pay their bills without having to go out and get a "regular" job.
Back in those days, before the arrival of social media, if Kevin Levrone had something to report, he would allow his magazine sponsor to report it. It seemed like a reasonable exchange. The magazine would get the exclusive scoop, the fans would get the story, and Levrone would get his money. - A win for everyone.
Back in June of 2005, I broadcasted my first episode of "Pro Bodybuilding Weekly", a first-of-its-kind talk radio show that delivered the news of the week to the global bodybuilding community. Our guest that week was Dexter Jackson, the winner of that year's Arnold Classic. He joined us to break the news that he had opted to forego the 2005 Olympia. It was a big scoop at the time, and we were proud to report the story. A textbook tradeoff - Dexter needed me to break the story and I needed him to lure an audience. In the end, we both got what we wanted.
Moments like that seldom happen anymore. These days, when an athlete has something to tell the world, they take to their preferred form of social media, and with a click of a button, the story is dispatched into the universe for all to see.
To be clear, I'm not suggesting that social media is a bad thing. In fact, it's quite powerful and undeniably fast. It builds brands, delivers information, and keeps you busy while you're sitting alone at Starbucks. Social media improves efficiency, promotes loyalty, creates opportunities, and drives traffic. BUT LET’S BE CLEAR ABOUT ONE THING. Social media has virtually eliminated the notion of media exclusivity.
I recently offered up this friendly dose of reality to a bodybuilder who found himself without a magazine deal. “You didn't lose your contract.” I explained, “You simply chose to sign a new contract.....with your Twitter account”. Times are changing. Traditional media outlets are understandably hesitant to pay for something that's already being given away for free. #CanYouBlameThem?