Media

At ESPN, Adrian Wojnarowski leveraged social media to get the news out quicker. That skill made him rich and famous. He will manage the basketball team at St. Bonaventure University.For years, the sportswriter Adrian Wojnarowski used his sources and his hustle to repeatedly beat the competition on basketball stories big and small. But his drive and deft use of social media also helped change the entire sports journalism landscape.Wojnarowski, who announced Wednesday that he was retiring from ESPN to become general manager of the basketball team at St. Bonaventure University, his alma mater, developed a well-earned reputation for getting professional basketball news first, and then rapidly getting it out to the public, often via a post on X, formerly known as Twitter.When he was first, which was often, and the news was big, it was dubbed a “Woj Bomb.” Other reporters scrambled to confirm the news, then sent out tweets of their own, but crucially only after Wojnarowski’s. Even if he was only 30 seconds faster than the competition, Wojnarowski had his scoop. And because the social media algorithms often prioritize being first, the speed could gain him tens of thousands of extra clicks.The medium was a big part of the message for Wojnarowski. Rather than following the old media model — interacting with an editor, polishing the prose and waiting for publication — Wojnarowski went straight to social media, even if it was just with a sentence reporting that a trade had occurred or that a free agent had signed a contract, to own a story.It made him a star and it made him rich. ESPN paid him millions of dollars.“Scoops are not a new thing,” said Laith Zuraikat, an assistant professor of radio, TV and film at Hofstra University. “But what he did so effectively was take a lot of that traditional journalistic insider work and transition and use Twitter. I’m sure others thought of it, but nobody did it as well as he did. He was the guy.”Far from being an anomaly, Wojnarowski, first at Yahoo and then at ESPN, became a model for many other reporters who embraced his style. ESPN emphasized other accomplished journalists, like Jeff Passan on baseball, Adam Schefter on the N.F.L. and Pete Thamel on college sports, who focused on breaking news that would then drive hours or even days of coverage on the company’s various shows. Other media companies tried to match that lineup with scoop-breakers of their own who could race to share their knowledge on social media.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More