by Jeffrey Reed, Editor, LondonOntarioSports.com
Photo (above): Jeffrey Reed interviews golf instructor Hank Haney.
As I began my career as a sports journalist in 1980, I quipped – quite naively – that the newly-permitted advertising on NHL rink boards would never fly. I thought back then, as a cub reporter, that the ads were gaudy and too busy. Granted, I grew up in an era when there was no deafening music playing during every break in action at Maple Leaf Gardens. You sat and watched the game, cheering for Darryl Sittler who, just last evening, celebrated the 50th anniversary of his record-setting 10-point game.
How wrong I was, 46 years ago, when I underestimated the power of sports marketing. That error in judgement taught me a valuable lesson: never assume anything when it comes to reporting as a credible journalist. Observe, give ‘em the facts and, when warranted, offer an opinion piece stemming from your own knowledge and experience. Of course, way back in 1980 I had no experience as a sports journalist. Yet today, as I begin my 47th year reporting on all-things sports, I’d like to think that my opinion does matter, as it has for decades. Sadly, I have very few colleagues today, and concurrently sports journalism – especially at the local level – is dying. Anyone can blog or record a podcast. Credible sports journalists are a rare breed.
These are different times for all media – and concurrently for media relations. Almost every team and league buys into the misinformed opinion that posting videos and photos on Instagram makes for a thorough and proper media relations office. It does control their messages, but it offers nothing in the way of credible, unbiased and deep-thinking reporting. And I encourage you to read stories posted at the websites of many local sports teams and groups – you’ll be amazed at the grammar and spelling mistakes. This is unacceptable.
And with more news and sports departments disappearing on a weekly basis, not only are readers and viewers deprived of true reporting, but also there are fewer opportunities for media relations folks to form relationships with reporters. It’s a vicious circle. And don’t even get me going on the CNN versus FOX News methodology that also defines how many mainstream media are no longer unbiased.
Jeffrey Reed’s Fanshawe College student reporter ID badge.
But onto simpler times. In 1980, as a high school student at London’s Montcalm Secondary School, I was already volunteering with AM 1410 CKSL in London, writing for my school newspaper, The Montcalm Tribune, and proud of my first London Free Press-published op-ed – a piece on why high school baseball would be a welcomed addition to the local high school ranks. I’m proud to say that op-ed helped launch TVRA high school baseball – and pissed off a Montcalm gym teacher who said I was “stirring the pot” when the budget for high school athletics was already strained. When that teacher grabbed me by the collar to make his point, I was hooked: sports journalism was for me.
By 1981, I was off and running when I began first-year studies in the much-respected School of Broadcast Journalism at Fanshawe College. I was fortunate enough to have some great mentors, including program coordinator Bob Collins, with whom I engaged in many battles related to his relentless badgering and micromanaging, and the late Brian Wrobel who, like Collins, pushed me to the brink but who shared with me a love of sports. I also had a mentor in second-year student John Moore, who has also cemented for himself a long career in sports journalism. Outside of school, local broadcasters Gary Alan Price at AM 980 CFPL, Chris Mayberry at CKSL and Brian Decker at AM 1290 CJBK also passed along their wisdom, advice and encouragement.
Despite the fact Collins and Wrobel were unwavering in their roles around Fanshawe’s CIXX-FM – known as 6X-FM – newsroom, I would not have succeeded without their invaluable roles in my career. They taught me that when you think you have given all you have to give, you haven’t: dig deeper. Collins called me the “worker bee” of the 6X-FM newsroom. Imagine, two weeks each month, arriving at school at 4:30 a.m., working in the newsroom and on air from 7 a.m. until 12 noon, then attending classes until 4 p.m., covering City Hall meetings twice a week, calling play-by-play and colour for scores of local teams – including the London Knights at the old London Gardens – and, during my second-year studies, learning the ins and outs of TV broadcasting, working as sports director and writing, hosting and producing a weekly sports radio show, Sports Rap, the last show of its kind in local broadcasting history.
Needless to say, everything after those two years of bootcamp have been gravy. Well, not quite – not in this chosen career. But it did provide a valuable platform for building what has become a long and rewarding career as a sports journalist. And as I begin my 47th year in this crazy business, I do look back at those early days and realize just how fortunate I was to have such great mentors – and some remarkable events which sparked my love for writing and broadcasting.
Although I had conducted numerous interviews prior to September 1981, I had yet to conduct a lengthy feature interview until I met The Great One: Wayne Gretzky. I joke that once I had interviewed Gretzky, it was downhill from there. Long story short, the Oilers were practicing at the London Gardens prior to playing an exhibition game in Kitchener. This was a team on the cusp of greatness with talent including Gretzky, Glenn Anderson, Paul Coffey, Mark Messier, Jari Kurri, Grant Fuhr – the list goes on. Gretzky had injured his hand during the Canada Cup tournament and was not expected to be in London. But halfway through the practice, he skated with his teammates.
Looking for a quick escape to family in Brantford, Gretzky proved elusive after the practice – until I literally ran into him in the Gardens’ visitors dressing room. As a kind gesture which I have never forgotten, Gretzky wrote down his parents’ phone number and told me to call him in an hour for an interview. Amazingly enough, he was true to his word. It’s safe to say, very few sports superstars would do that today.
David Simpson shows off his five major trophies of 1982. Photo courtesy Simpson Family.
Another great series of events transpired during the 1981-82 OHL season. That year, Knights captain David Simpson compiled the most successful season in league history. Voted the CHL Player of the Year, Simpson amassed 155 points – still a Canadian junior hockey record – and captured all five major junior hockey trophies. Suffice to say, that will never be equalled. It included the 155 points, including 67 goals – still the Knights record for single-season points – that saw Simpson capture the Eddie Powers Memorial Trophy. He won the Red Tilson Trophy (OHL’s outstanding player); OHL’s Bobby Smith Trophy for combining hockey and academic excellence; and William Hanley Trophy for most sportsmanlike player. I was very fortunate to have been able to call play-play-play and colour for radio, and to interview Dave at practices and post-game.
In 2016, I sat down with Simpson for a lengthy feature interview – you can read it here.
So here we are, entering a 47th year of what I enjoy doing best: offering local sports fans an insightful and in-depth look at news on and off the playing field. A few things to point out at this time. My goal was never to work outside of the local sports media circle, despite the fact there were many opportunities to do so. My first love has always been local sports. It’s why I launched this website in 2015, and before that LondonOntarioGolf.com in 2004 – both publications winning national and U.S. accolades for excellence in sports journalism. Also, freelancing has always been my wheel house, and a profession of choice – not a default. Freelance journalism is a very misunderstood profession and, sadly, a profession on life support – especially now when the feds are throwing money at dailies to hire young journalists reporting on local news, sports and entertainment.
Junior Tyson Tour 2024 champions (L-R) Logan Woodiwiss, Avyanna Lai, brothers Ben and Cole Grant. Photo: Jeffrey Reed/LondonOntarioGolf.com.
At age 64, I have slowed down – just a little. I have recently retired the sports photography arm of my business operations, although I will drag my Nikon out of mothballs now and again when warranted. And I’ve backed away from covering most minor sports events, although again, I won’t ignore the more important games. Living with numerous physical disabilities has caught up with me to some degree. But rest assured, I will never retire as a sports journalist. There’s too much on the line. Allow me to explain.
As the senior member of the Southwestern Ontario sports media, I owe a lot to local readers in that no other news source tackles tough issues like we do. Part of the reason is the attenuated media industry, in particular at the local level. But the biggest reason is, few local sports journalists are willing to – or permitted to – take on hard-hitting stories. Yet that is the biggest reason why I launched LondonOntarioSports.com: to offer sports news that is the complete opposite of a mouthpiece for any athlete, team or league. We love promoting local sports, but even more so we take great pride in providing hard-hitting pieces. Case in point: read my 2025 piece on the Fanshawe College golf program here.
My favourite interviews during the past 46 years? Those would be with my Maple Leafs hero, Ron Ellis, who died just last year. He was the salt of the earth and one of my very few sports heroes. Read my 2018 piece with Ron here.
Jeffrey Reed with his Milestone Award, presented by the City of London on June 7, 2024. It reads, “In recognition of your continued dedication to London and Area sports, and support of the Southwestern Ontario golf community.”
I’ve been fortunate enough to meet thousands of sports greats, including hockey’s Gretzky, Gordie Howe and Mario Lemieux, and baseball’s Barry Bonds, Ken Griffey Jr., Roger Clemens, Bob Feller and Alex Rodriguez. But the most rewarding element of my 46 years in sports journalism has been giving back to the local community, mostly through the annual awards that LondonOntarioGolf.com and LondonOntarioSports.com have presented since 2011. Read about the Heart Award, Courage Award, Best of London Golf Award, Milestone Award and Community Spirit Award.
We’re thrilled that the LondonOntarioSports.com and LondonOntarioGolf.com team have recently surpassed $160,000 in charitable giving. Our charity of choice is Heart & Stroke.
So here’s to another year – and more – of reporting on local sports. As I approach my 50th year in this whirlwind of a career, I count my blessings, look back on some great memories and greatly anticipate what’s ahead.
Allow me to end with this quote from former Houston Oilers head coach Bum Philips, who quipped: “Sportswriters are like diapers. You change them for the same reason.”
I’m just glad to have survived – rather, enjoyed – the past 46 years and, to borrow an oft-used quote from the world of sports, to have always given 100 per cent. It’s the only way I know.
I know there are readers who think I’m full of it – over parts of the last five decades, they’ve let me know in a brutally honest way. But, just like I did with my college professors during the early-1980s, I expect the lively banter and hope that we all learn from each other, through our love of sports.
Indeed, I am fortunate to have a love affair with sports and to continue reporting for a local, national – and sometimes U.S. – audience. Cheers.
-30-
