The sports media industry has changed dramatically in recent years—let alone the last two decades. Navigating these constant shifts requires insight from those who have experienced them firsthand.
Few people in the sports media industry have more experience than Awful Announcing CEO and Editor-in-Chief Ben Koo.
Koo will be a speaker at the Sports Media Digital Summit, a virtual conference happening March 24-25. Ahead of the event, he spoke with Sports Media Playbook about his journey, the evolution of sports media, and the insights he’s gained along the way.
How Ben Koo Built His Sports Media Career
Koo graduated from Ohio State’s Fisher College of Business in 2006 and moved back to Silicon Valley, where he grew up, to apply his business expertise in startups.
At first, he worked in marketing, but he quickly realized that the startup world wasn’t where his passion lay.
The sports industry intrigued him, and he eventually found a role at YardBarker, one of the earliest sports blog networks. That’s where his enthusiasm for sports media took off.
“I went [to YardBarker], and I really fell in love with the culture of sports blogs. At that point, Twitter was about a year old – still in its infancy. And I thought it was so cool that there were people who were not traditional journalists, who were really good at telling stories and making jokes and making observations on these independent sites.”
For Koo, originality defined the sports blog era.
“Original content, original perspectives, original conversations—all organically cultivated among those with true passion for the subject.”
This movement, combined with the rise of Twitter (now X), challenged the traditional media structure and brought new voices into the industry.
At YardBarker, Koo’s role involved signing up sports blogs and websites for the company’s advertising network. That’s when he first became aware of Awful Announcing, a site delivering sharp commentary on sports media—something rarely found outside of trade publications.
He saw an opportunity.
“Awful Announcing was producing enthralling written commentary on the world of sports, that couldn’t be found elsewhere outside of trade publications—and from a friendly and fan-centric point of view.”
Koo acquired the site, and over the past 14 years, he has transformed Awful Announcing into a widely recognized brand, reaching millions of readers per month.
How Sports Media Has Evolved and How to Stay Ahead
While Awful Announcing has grown, the sports media industry has become increasingly volatile. The landscape is more competitive, fragmented, and difficult to predict than ever before.
Reflecting on these changes, Koo has observed a shift in how brands and individuals stay relevant.
“10-15 years ago, you might just need a website and a Twitter account. Now, to be a really viable website and brand, you need to have your web strategy – which might include an SEO-specific strategy. You need a news desk. You need a freelance strategy. And now for social media, there are so many platforms that you need very different content strategies for each.”
The industry is now saturated with content, making differentiation more difficult.
“I think there’s been a divergence where a lot of voices and publications are moving upstream in terms of quality and original content, and they are monetizing that somewhat through paid subscriptions. If you have an original voice or a specific niche, you’re seeing people either go independent or go to brands that have a paid offering. And then you’re seeing a lot of news content competition; everyone is essentially trying to get to the front of the line.”
For those without scale and resources, Koo emphasizes the need to develop a personal connection with audiences. Independent creators can help bridge that gap, but creative skills alone are no longer enough.
Koo believes the key to long-term success lies in blending editorial and business expertise.
“I think it’s good if you can have a blended background, so you’re someone who produces content and makes editorial decisions, but you do still have some business acumen, because the realities of creating content in this day and age have changed. Getting out in front of people is difficult; the economics of content creation have changed so drastically.”
The balance between editorial and business has shifted in recent years. While traditional journalism once dictated the media landscape, today’s industry requires professionals who understand distribution, SEO, audience monetization, and platform strategy alongside storytelling.
“It’s hard for editorial folks to deal with this new reality, but at the same time, business people don’t always have the best sense of editorial practices. So I think having a hybrid background or a hybrid team of people to make these types of decisions, on how to be competitive today, is necessary.”
This shift has forced even major brands like Sports Illustrated to downsize newsrooms and cut budgets, as the industry moves toward leaner, data-driven operations.
“I think the team model of having expertise that bloggers can’t provide is a great model, but it’s competitive, and you’re beholden to people you made promises to. You’re saying, ‘we believe in your content. You need to believe in our expertise and tech and SEO and monetization.’ Those are high bars because you’re taking a cut of what they’re earning to deliver there.”
To stay ahead, Koo stresses the importance of being adaptable and forward-thinking.
“I think the issue that sites and brands are facing is that things are moving extremely quickly. Things are moving so quickly that you want to identify what you need to be competitive in and ramp up a strategy, and if you don’t, you’re going to miss it.”
He cites newsletters, YouTube channels, and sports betting content as areas that have exploded in recent years. But he also emphasizes that no trend lasts forever—and that adaptability is more valuable than any single platform or strategy.
“The key for brands is: You have to see a trend early, figure out if you’re going to take advantage of it, and come up with a really competent strategy that’s organic to your brand. If you’re late, other people are going to pass you in terms of brand relevance.”
Learn From Ben Koo at the Sports Media Digital Summit
Koo will be sharing more insights at the Sports Media Digital Summit, happening March 24-25. His session will further examine the business of sports content and the trends and tactics to thrive in today’s landscape.
This is a must-attend event for sports media professionals, leaders, and creators in all career stages. Register now to hear directly from Ben Koo and other top voices in sports media and make valuable connections to expand your network.
