By CHRIS D'AMICO
Newark Star-Ledger

The local team has called a news conference for 6 p.m. The coach might be getting fired. The owner might be selling the team. The star running back might have misplaced his "Original Whizzinator" and wants to offer a reward for its safe return.

Doesn't matter what the story is. It's the local team. And they've deemed it a "major news conference." You need a team of reporters there and, obviously, your section's lead columnist.

Illustration by Derek Simmons and Joel Koyoma / Minneapolis Star Tribune

Not so fast. The columnist has his normally scheduled gig on ESPN/the local radio sports station/the local cable sports network starting at 6 p.m. and the debate begins on where they should be when the big hand is on the 12 and the little hand is on the 6. (And, yes, we realize what you would like to be doing with both of your hands at this point).

Far-fetched? Not in 2005.

One of the many subplots to the Mitch Albom controversy in Detroit is the reality that the star columnists of today want to multi-task ... or, more accurately, want to multi-media.

The Albom incident has been rehashed enough, but it does serve as reason to pause and think about the fastest growing cottage industry in print journalism. More importantly, you need to answer the question whether it has a positive or negative effect on your columnists and your section — whether you are at a large paper in a major market dealing with columnists on ESPN or in a mid- or small-level market dealing with people getting offers for radio shows or regular spots on regional sports networks.

It is not such an easy answer.

"Get used to it," says columnist Jason Whitlock of the Kansas City Star, who appears on ESPN's Sports Reporters and had a daily radio gig in K.C. until resigning recently. "But sports editors also should get their arms around this situation. They need to work with their columnists to make a win-win situation for the columnists and the column."

Jim Jenks has watched Stephen A. Smith add "ESPN star" to his resume that includes sports columnist for The Philadelphia Inquirer.

"There are (scheduling) conflicts that have to be worked out, but overall it has not been a major issue," Jenks said. "It is key to work out as many of the details in the beginning of the arrangement, so there is an understanding. Every case will be different so it is important not to have a one size fits all. Planning is key."

Whitlock wasn't as quick to embrace the issues with scheduling — but says it is the other medium who must make the concessions.

"Yes, it can be a gigantic scheduling problem when your columnist works for a radio station," he said. "Any columnists who says it isn't is lying or is working for a radio station that has a true understanding of how the newspaper exposure enhances the radio work. If a columnist is working during afternoon drive, the newspaper needs to have a long discussion with its columnist and the people managing the radio station. The newspapers have all of the leverage."

Smith had no problem with that arrangement when he first began appearing on ESPN.

"Until I signed on for the TV show and we agreed to cut back my columns, it wasn't a conflict at all. The Inquire was my No. 1 priority. Say I had to go to Miami to do something for the Inquirer, then ESPN would have to put me on from Miami. It's not like they said I had to be in Bristol (Conn.). The Inquirer was the priority. My priority."

While the Inquirer supports Smith in his TV endeavors, his profile has been reduced in the sports section.

When he first joined ESPN, he didn't lessen the newspaper load, but since he signed on to do his own show, he has cut back from 150-175 columns a year to 75-125 columns. And he says, he took a "substantial pay cut" at the Inquirer.

Like it or not, it is clear that columnists as multi-media stars is the way of the future.

"There is no turning back," said Joe Sullivan, sports editor of the Boston Globe. "In Boston, it's part of the job description. Not only are our columnists involved with ESPN, Sunday night wrap-up shows on local TV, and radio, but they are required to appear on New England Sports Network (NESN) on a regular basis.

"Our Red Sox and Bruins beat writers and others are part of the pre-game shows plus we have two weekly Boston Globe shows."

While it is safe to assume the writer is representing the paper when they appear on a show sponsored by the paper — The Philadelphia Daily News has had a 90-minute show for the last eight years — how about when the columnist steps out of bounds with a comment. Is he representing the paper? The network? The radio station?

"There's no question it's a reflection on the Globe," Sullivan said. "After all, that's how they are identified on these shows. I get frequent e-mail from readers about what our writers may (or may not) have said on radio and TV shows. The writers have been reminded ... frequently."

(A few years ago, Bob Ryan of the Globe made a disparaging remark about Joumana Kidd on a local TV sports show and was suspended by The Globe for one month.)

The issues remain many and complex. And they are not going away. So we will leave you with this debate: Does it hurt or help to have your columnist appear elsewhere?

"The thing it probably helps the most, if we're being honest with ourselves, is the columnist's bank account," said Mike Fannin of the Kansas City Star. "I've seen no data to support that a radio show or TV appearances drive readers back to the column in the paper."

Said Pat McLoone of the Philadelphia Daily News: "It raises the profile of everyone on the show, from the GA reporter who works from the office, to the beat reporters and columnists. One of these days, I would love to see a Rich Hofmann recognized on the street solely for his column logo. You never hear, 'I didn't know you did TV, too!' A benefit for the paper, I think, is it helps cement our writers' images as the authoritative voice on their subject in the viewing and reading area."

Said Jenks: "It definitely helps. As newspaper marketing and promotion budgets take a beating, or disappear altogether, having writers on radio and TV serves that purpose. It is not without its problems, but the goods outweigh the bads."

Chris D'Amico is the sports editor for the Newark Star-Ledger.

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