I want my MSM!

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There has been a great deal of discussion by the MMA media in an attempt to gauge the mainstream media's response to UFC 100. In order to more effectively estimate the mainstream response we need to parse the coverage between the different forms of media: namely print, television and the Internet. 

When it comes to sports and television its is all about the World Wide Leader, ESPN (they kind of have a monopoly on this). Early returns were positive as UFC 100 weigh-in's were featured on ESPN News. MMA Live was featured on Sportscenter segments and Dan Henderson's knockout of Michael Bisping received a top play honor and all around ESPN's syndicated shows the aftermath of UFC 100 was a subject of discussion.

However there were some issues with some of ESPN's punditry coverage like Around the Horn and First and Ten. Most sports pundits are over forty, newspaper guys, who grew up with boxing as the prominent combat sport. For those of us that didn't experience Ali vs. Frazier or Mike Tyson (pre-ear biting) it is hard to understand how much of a cultural effect these fighters had on the sporting culture and the lingering effects on the previous generation. This lends itself to the inevitable boxing vs. MMA debate but it wasn't as heated or pervasive as it was during the run-up to UFC 71. Unfortunately Brock Lesnar's post-fight interview created a new storyline, which dominated the post-fight coverage. One of the post-fight narratives asked whether the UFC is heading down the path of professional wrestling. An unfortunate storyline for die hard MMA fans and one that will be hard to overcome when your biggest pay-per view draw is a former WWE wrestler. 

However there did seem to be an editorial change with regards to the respectful tone that anchors discussed the UFC. It reminded me of the very noticeable change with ESPN's soccer coverage. At one point international soccer was a punchline for ESPN anchors, now they treat it with the proper respect that the most popular, and lucrative, sport in the world deserves. Perhaps such a shift has occurred with the UFC as it appears that ESPN realized the weight behind the annual pay-per view numbers. 

One personal sore spot was how UFC 100 got zero play on the Sports Reporters. While it is easy to see how the over-forty newspaper writers who make up the Sports Reporters wouldn't see the value in talking about UFC 100 these writers are serious names within sports media. 

With regards to the mainstream Internet coverage, it was fantastic (screen shots after the jump) with Yahoo and ESPN leading the way in online coverage. Fox Sports and Sports Illustrated also did a good job, though UFC 100 wasn't as heavily featured. CBS Sports brought up the rear with very little coverage when compared to Yahoo and ESPN.

Once again we need to make a distinction within the online mainstream coverage. These sites all have MMA writers under staff who are already sold on the sport and did an excellent job covering all the aspects of UFC 100. The general mainstream Internet writers who were looking for a story over a slow weekend found it in Brock Lesnar and what they wrote about UFC 100 wasn't kind. 

Even the mainstream blogs took notice. Hugging Harold Reynolds had UFC 100 coverage as did Sports by Brooks, The Big Lead, Deadspin and On the DL. Since the mainstream blogs fancy themselves as the true voice of the fans perhaps their coverage means that MMA, or at leas the UFC, is beginning to be accepted by everyday sports fans.

When it comes to MMA blogs and websites many of us broke our weekly, weekend and daily records as UFC 100 topped out on Google trends and Twitter. However many MMA writers and bloggers have responded negatively; either decrying that the UFC 100 was not good enough or simply saying "f@#$ you" to the mainstream. 

Judging how radio coverage went is a little tricky. UFC 100 got play on ESPN Radio and other Sports talk radio but it was noticeably passed over on NPR's sports segment last Friday in favor of talk about a potential Olympic television station. 

Finally there is print. Reviewing print coverage is tricky spot since WKR has access to few papers and seeing where an article is placed in a newspaper is a key factor in determining the value the editors placed upon the story. What we do know is that the New York Times, L.A. Times and Time magazine all had UFC 100 stories and reaction. While some, namely T.J. Simmers, were unfavorable this isn't the worst thing in the world as newspapers primary audience is older and they like hearing how crazy the UFC is. On a local note the Columbus Dispatch hit a home run with a front page feature (more coverage than UFC 96 got). 

It is still too soon to see what effects UFC 100 will have on the UFC and MMA as a whole. Ultimately we will have to wait and see what happens next.

UFC 100 coverage

(not particularly good results)