The conversation with Tony Carter wasn’t your typical interview. There was no concise structure nor checklist of questions to ask. It flowed the way conversations about sports typically do; wandering and honest. It felt less like a “Q&A” and rather two people thinking out loud together. Our talk quickly transitioned into a collaborative processing session about sports media, identity and purpose.
The lack of structure made for a more revealing conversation. The questions prepared were quickly ignored. Not because they weren’t important, but because our conversation was pulling us in many different directions. Tony and I bounced from topic to topic, frequently circling back to similar ideas from differing perspectives. What made our conversation engaging wasn’t organization, but instead a mutual skepticism about sports media and its future.
It quickly became evident over the course of our talk that Tony’s perspective isn’t built on rehearsed takes. He thinks things thoroughly. He carefully pauses before each thought, backtracks then reframes. This approach reflects Tony’s approach to writing. He doesn’t write about what he knows. He writes about how people are going to respond and how they will relate.
This perspective was highlighted when we discussed where Tony is from, Cleveland, Ohio. Tony described Cleveland less as a market and more as a shared experience. Being a Cleveland sports fan means dealing with disappointment, staying loyal no matter what and realizing that success is never guaranteed. That environment is how Tony views athletes and fans.
As much as Tony enjoys being a Cleveland sports fan, he made it clear he would not want to work as a sports journalist in Cleveland. The reason was simple. He understands how emotionally invested he is and knows that attachment can affect judgment. For Tony, that awareness matters. Writing, he believes, requires distance, even from the places that matter most.
The conversation continued to move naturally and eventually led to social media. Tony acknowledged how essential social media has become in the industry, but he also questioned its influence. He questioned why a “personal brand” is often used as a measure of journalistic ability. To him, online presence should not outweigh the quality of the work.
That concern led into a broader discussion about what Tony referred to as the current “slop” in sports media. He used the term to describe reactionary takes, shallow commentary and content created mainly to attract attention. Tony emphasized that he is not against opinion writing. He is against opinion writing without preparation or accountability.
Tony believes the best way to push back against that trend is through well-researched stories built on multiple sources and context. Commentary, to him, does not need to be loud to be effective. It needs to be informed and fair.
Throughout the conversation, Tony remained consistent in how he framed his views. Even as the discussion shifted from topic to topic, his priorities stayed the same. Accuracy matters. Preparation matters. Athletes are human first, and coverage should reflect that.
Looking back, the way the conversation unfolded reflected the same approach Tony applies to his work. It was direct, thoughtful and grounded in process rather than performance. That consistency shaped my perspective on who Tony is as a person and writer.
