Celebrities who owe some of their fame to publishers - star chefs, athletes, and actors for example - are beginning to circumvent those same publishers to compete directly for audience and sponsors.
Derek Jeter's The Players' Tribune is the latest, if nascent, experiment in celebrity brand building with a ready fanbase, rarified access to content, and a sharp focus.
Jeter launched his online publication after retiring from the Yankees in September. Presented (unfortunately) as "a new media platform" for "the daily sports conversation," the actual content is unexpectedly accessible, honest, and compelling. So unpretentious is the conceit, that Jeter puts a "Players Application" link right in the footer.
The Players' Tribune takes the reader inside the head, helmet, and even personal relationships, of some well-known athletes. And that is both the twist and bridge to our own lives that makes The Players' Tribune so promising.
Overall: 6.33
Revenue Potential: 7
The Players' Tribune could one day have sections on personal fashion, food & drink, and raising kids, among other monetize-able topics. Any and all of these are full of reader revenue opportunities or tasteful sponsorship. However, it's not there yet - not by a long shot.
Value to Brand: 6
As Jeter experiments with The Players' Tribune, he is laying the groundwork for Derek Jeter, Inc. Whoever came up with "a new media platform" is no doubt very good at watching the data. With Jeter's high profile, large fanbase, and presumed expertise with the stats of his site, The Players' Tribune brand has a lot of room to grow.
User Experience: 5
The site is simple. The copy, photography, and design are easy to manage and are tailor-made for eventual email outreach. Everything is still so new - and with so little content - that it's hard to get things wrong. That low degree of difficulty is what dampens the UX score.
Published by Derek Jeter:
The Players' Tribune