How your magazine’s athletics coverage should change

One of the things I like to talk about (and talk about and talk about) is that print is not your school’s primary communications tool. It’s your premium one.

Another important detail? There’s no breaking news in a print magazine!

But in some areas, like athletics, editors often maintain that breaking news–focused mindset: they fill pages with scores and recaps that were most relevant weeks or even months ago.

• The basketball team that finished fourth in a regional tournament months earlier.

• The record-setting track relay that probably got plenty of real-time love on the school’s website and social media channels back when it actually happened.

This kind of coverage misses the mark.

It treats your publication like an expensive, dated newsfeed — instead of the premium storytelling platform it is.

To be clear: your athletes and athletics programs are worth celebrating, and they’re worth celebrating in print. After all, for many schools, athletics is an enormous part of the culture. Sports are often an ongoing connection point for alumni.

So how can you cover athletics in a way that makes the most of print’s power?

Here are a few examples I love — and that you can adapt for your own institution.

1. Use your mascot as a storytelling lens

The dancing prankster that gets an arena of fans fired up for a game or a moment is the perfect way into a story!

• On Wisconsin recently devoted its cover story to its mascot, Bucky Badger. The fantastic narrative story, “Bucky Badger’s Big Day” offered a funny, insightful look into the work and challenges of the eight students who serve as Bucky, as well as director of the Spirit Squad (“Bucky’s Mom”).

• Extra credit: In 2023, State Magazine celebrated 100 years of its mascot, Reggie Redbird, by interviewing 10 alumni across 35 years who went behind the beak.

2. Show the fan perspective

Your school’s biggest fans have amazing stories to share — and are more than ready to pose for unforgettable photos.

• In UConn’s “Superfans” feature, readers learn the lengths that some will go to show love for their team.

• Extra credit: In its fantastic “24 Hours at the University of Connecticut,” a single snapshot shows how top-notch athletes are also top-notch fans. Great sports storytelling doesn’t necessarily demand thousands of words!

3. Step into their shoes

How did it feel to score the game-winning touchdown, to get hoisted in your teammates’ shoulders, to walk off the court the very last time as a senior? Get stories from the athletes in their own words.

• Here’s a “how did it feel” from the cheerleader’s perspective, from Tippie magazine.

• Extra credit: Not athletics, exactly, but I wrote a “what it feels like” to sail over 25,000 ocean miles (page 22-3) for Kenyon.

There are lots of other great examples, but the big idea is this: your print magazine is your school’s communications MVP — so you should treat it like one, with the very best and most creative storytelling you can do.