Why you should read the new ESPN book for reasons you might not think
When picking up ESPN: Some Guys Have All The Fun - you’re expecting an in-depth look into the world of ESPN and sports. On the ESPN thing, it delivers. But its not a sports book. It’s a business book. And a pretty damn good one to boot. So anyone interested in starting a company, running a successful company, or working for a high-profile company should give it a read. It’s worth the time and effort.
Authors Tom Shales and James Miller attribute ESPN’s rise to nine specific events, but more generally, three sections emerge: Bill Rasmussen’s efforts to sell ESPN to investors and the eventual power struggle that ensues once big money gets infused into the company; the key managerial decisions and cultural trends that created an environment for ESPN to become the leading sports network in the world; and the struggles a mature, highly visible organization has in maintaining its culture and identity in an increasingly scrutinized media landscape filled with high-priced, high-maintenance talent with a history of questionable behavior. Some highlights: the race against bankruptcy in the early days of ESPN and the eventual role Getty Oil plays in funding the start-up company; the vision behind SportsCenter and its eventual rise as a legitimate news reporting organization despite its “entertainment” roots; the contract negotiations with the NFL and MLB that ultimately legitimized the network in the eyes of the cable providers; the advertiser and cable subscriber dual revenue stream that allowed ESPN to aggressively compete against their network adversaries when bidding for television rights; the emergence of the internet and its impact on news gathering and news reporting operations; the myriad of behavorial incidents involving personalities both in front of and behind the cameras; and the cultural backlash encountered by ESPN once they become perched atop the sports scene. The “oral history” format makes for an awkward read at times. Narratives jump from perspective to perspective and the differing takes on a specific event can leave the reader wondering what really happened. However, it has a conversational tone and a fly-on-the-wall perspective that makes the book very engaging. You do feel like you’re sitting inside ESPN getting the insi de dope on some very public events.
