What I've Learned
The "Basketball for Thought" is a commentary by Kris Gardner.January 2002
The Houston Roundball Review has come a long way in 8 plus years. If anyone remembers or has seen the very first issue (NBA Draft Special in 1993) of the Review, you know just how far the HRR has come since then. In 1994, a non-numbered, one-sided, tape bound, booklet was produced at a cost of at least $9 per issue. Since then, the name "The Houston Roundball Review" was created; and the issues began to evolve from focusing on the NBA Draft; to providing basketball information every two months; to discussing basketball issues every month; to being on Houston sports talk shows; the Internet; and, now being media credentialed to cover pro, college, and high school basketball teams. That's pretty impressive. I've learned quite a bit over the years; however, one thing I've yet to learn: is how to effectively reach the masses of basketball fans and earn any sort of money.
Growing up in Houston, it's common knowledge Houston is "football country"; so, I knew that fact before me and my buddy (Brian Watson -- BW) agreed to start the HRReview. However, we always believed we could carve out our own little niche and become successful. Eight plus years have come and gone; and, so far, not so good.
I've learned success is all about finding your niche in life. Television shows, for example, which I believe are inane and a waste of time (re: pick any of those "real life" dramas for starters) have found a niche and struck a nerve in today's society and become successful.
I've learned being on the radio for six plus years doesn't guarantee any sort of success. Realize this: in the six years I've been privileged enough to be on Sports Radio 610 AM, KSEV AM 700; KTRH 740 AM; AND KCOH 1430, I've had the same number of people tell me they heard me on the air and give me complements (and not subscribe) as I have had people subscribe to the Review. (Don't believe for a second that number is higher than 20 because it isn't.)
I've learned that direct e-mail marketing isn't effective unless your exact target audience is correctly chosen. Along those same lines, I';ve also learned that effective advertising (not just advertising) is a major factor in a business being successful. (Based on what you've read so far, can you tell I didn't advertise effectively?) Advertising in the Houston Post didn't work; nor did advertising in the Houston Press or the Greensheet. Based on those failures, I didn't even bother advertising in the Houston Chronicle because the ad rates are too high and I couldn't afford repeat advertising which is supposed to be a key in effective advertising.
If someone would have told me eight plus years ago I'd be appearing on a Houston sports talk radio station once a week for at least an hour per show, I would have been thrilled and confident business was going well. Wrong. Being a basketball "expert" / analyst doesn't mean a hill of beans if no one knows who you are. The Houston Roundball Review the HRR's website (DoTheReview.com) is the only basketball website which provides audio clips of players, coaches, and team personnel from the Houston Rockets, Houston Comets, Houston Cougars (men's and women's teams), Rice Owls (men's and women's teams), TSU Tigers, and HBU Huskies. The audio clips are free (once again) for everyone to listen to because hardly anyone (less than 10 people) opted to pay for them.
Ironically, visits to the website have skyrocketed this month; and, I really don't know why. Did the passing out of flyers by me and a few friends cause the increase or did my decision to shift focus toward the Cougars, the Owls, and high school basketball cause it? Perhaps, the upswing is because my buddy Matt Jackson of Sports Radio 610 says "DoTheReview.com" over and over again when I appear on his show and it has started to seep into the consciousness of his listeners. I honestly don't have a clue.
The bottom line to what I've learned is this: I need a public relations person or a great salesperson like NBA Commissioner David Stern. Mr. Stern was able to negotiate a new television contract for the league and received more (a 25% increase) in this latest deal than many people thought possible due to the sagging economy; the league's declining tv ratings; and a general malaise and indifference fans seem to have about the NBA. It seems to me Mr. Stern could probably sell snow to the Eskimos if he packaged and promoted it correctly. (Snow is not the word I'd like to use; but, this is a family publication.) Therefore, if anyone talks with "Easy Dave" anytime soon, tell him the Houston Roundball Review could use his marketing and sales expertise plus his great communicating skills because I know for a fact the Houston Roundball Review is much better than "snow". Now, if I could just figure out how to effectively market it...
