How Sports Illustrated Got the LeBron Scoop

Managing editor Chris Stone reveals behind-the-scenes details

Around noon today, SportsIllustrated.com broke its biggest scoop to date: In a first-person essay, as told to SI senior writer Lee Jenkins, Miami Heat star LeBron James announced that he would be returning to his hometown team, the Cleveland Cavaliers, next season. The story took a considerably more understated approach than the now-infamous ESPN special that James used to reveal his decision to leave Cleveland for Miami four years ago. (James even touches on the backlash, albeit indirectly, in his SI essay, telling Jenkins, “If I had to do it all over again, I’d obviously do things differently… I’m not having a press conference or a party.”)

We spoke to Sports Illustrated managing editor Chris Stone about the story behind the scoop, how they kept the big news from leaking, and what it means for the SI brand.

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