Jon Friedman, Marketwatch--Done with Bill Simmons, now likes Joe Posnanski

"True, Simmons may be the most notable personality on ESPN.com, which is owned by Walt Disney, and he has done a fantastic job of creating a one-guy franchise in the new media. He deserves a lot of credit for his success.

• But my favorite now is Joe "the Poz" Posnanski, whom I think of as good ole K.C. Joe. You could also call him America's best sports columnist. Joe, a Star columnist for 11 years, is an engaging writer, a keen observer and someone (unlike you-know-which-Guy) who seems to be more interested in talking about his subjects than himself.

Super Fan' positioning

• Meanwhile, Simmons has long represented himself as a sort of Super Fan, not as a traditional reporter who chronicles game action and then gets quotes in the locker rooms. You're probably a Sports Guy diehard if you love "Caddyshack," Boston sports teams (especially the Celtics and Larry Bird) or the Las Vegas scene. These are Simmons staples.

Of course, Simmons has a willing accomplice: ESPN.com.

• The Web site enables him with promotions disguised as branding efforts. It also presents assiduous news coverage (especially when big events are being televised by ESPN and its cousin, ABC Sports), attention to Fantasy fanatics

and a carefree attitude about printing and stirring up trade rumors."

• From Marketwatch column by Jon Friedman, "ESPN.com's Sports Guy Could Learn from KC Joe," 9/24/07, via Poynter.org/Romenesko

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