Charlie Jacobs Backstory

By John Gonzalez | Boston Daily | November 29, 2007 9:43 am

1196347182 This month’s issue of Boston magazine includes a profile I wrote on Charlie Jacobs, the Bruins executive vice president and the youngest son of team owner Jeremy Jacobs. It’s out on news stands now, and you can also read it here. But because they occurred too late in the process, there are a few noteworthy things that you won’t find in the story.

During my reporting, I sat down with Charlie several times, spoke to his current and former employees, and watched him address both the fans and the media. As the weeks went by, Jacobs’s apprehension about the piece appeared only to grow. The day after the story went to press, a lawyer retained by Jacobs sent us a letter inquiring about some of the sources for the article.

The most unusual turn of events from a journalist’s perspective, though, came the day before deadline. That’s when Wendy Watkins, a marketing executive from Delaware North — the company that oversees the Bruins and all of the various other Jacobs family business concerns — called one of the magazine’s sales reps to ask whether or not the story about Jacobs was going to be “positive.”

If so, Watkins said, the Bruins might be interested in buying a series of ads. If not, however, the deal would be unlikely.

Our editorial and advertising departments maintain a strict “church and state” separation. Still, something like this is going to get around. When I caught word of Watkins’s inquiry, I called Charlie Jacobs and asked whether he knew anything about it. He told me he’d have someone get back to me. Watkins contacted me soon after. She said she typically makes such calls whenever one of the company’s 40,000 employees is going to be written about. Watkins insisted that the offer to advertise with the magazine was not an attempt to influence the story. Then she added:

“If somebody gets hatcheted by a publication,” she said, “are they more likely to enter into a long-term partnership with them? That’s just the realities of the business.”

You can make of Watkins’ comment what you will. As for whether I’ve provided a fair portrayal of Jacobs in the profile, I’ll let you read it and decide for yourselves.

PHOTO by John Goodman for Boston magazine

Jim Waxman

Unfortunately it has been my experience in the business world that this is how the ball roles. Classic you scartch my back and we will scratch yours. Watkins’s statement seems to be getting right to the point. You make us look good and we reward you financially and everyone is happy. You trash us and we are “less likely”, which translates to me not a chance in hell, to purchase advertising in your magazine. It is a shame that public figures need people to fight(buy) their battles for them in this day and age.
roger

I have more of a problem with the writer getting involved in this ad stuff than I do with the marketing lady making a call to an ad rep about whether the piece would be positive. Ad people always get those calls and at a decent publication, they get blown off and the editorial side doesn’t get involved at all. The fact that the writer saw fit to get himself involved in it, even out of curiosity, is problematic.
Eric

Delaware North didn’t get to be DELAWARE NORTH without threatening its detractors.
Joe D.

Historically, had the Bruins ever purchased adverting space in the magazine? In any event, it comes across as petty and amateurish, which is probably par for the organization.
Brad S

Hmm, an ad buy in exchange for positive coverage? Never heard of that before. Except in People magazine, Rolling Stone, Vanity Fair etc.
I suppose any news is good news to some, but why should an organization spend money in a publication that trashes the organization?
The silly part is the marketing twerp who makes such inquiries probably doesn’t understand why that makes news orgs crazy.
EGA

This is a page from the Andleman playbook. You buy ad space, we’ll give you a good review.
Tom S.

That makes the PR efforts by their agency a complete waste of time. Thanks Ms. Marketing Hack with big muscles…
anon

Wow, there goes all that gravitas you had. Oh, well…
Lars

I have dealt with this person in the past and she has always been above board and is well respected by the press both locally and nationally. Boston Magazine is supported by advertising. It’s not the first time a company has tried to use influence to leverage a story, although this time unsuccessfully. How many times have disgruntled companies pulled ads from the media who haven’t dealt them a fair hand. It happens every day. Flip through the pages. It’s a business. The second post has it right, the writer shouldn’t have even gotten involved. There was nothing in the post that said that Boston Magazine was asked to change the story or any demands were made. Marketing people do this every day–make calls to try to influence and position their company or people. Product placement; celebrity endorsements; it happens.
http://hfboards.com Gordo

Yes “marketing people do this every day”. But it doesn’t make it right or decent. Politicians take money from political action commitees and lobbyists it’s called legal but it’s immoral and basically legalized bribery. Reporters and writers are trused to bring us the story in its pristine form and not sugar coat the facts with corporate psycho babble. The Jacobs make huge profits on all of their business ventures and there’s nothing wrong with that. There is something wrong with their cold stoic treatment of the people around them, the fans, and their distaste for constructive critisism. It’s time to call the Bruins franchise what it is, a business that is basically run with litle to no passion for the game of hockey or the legacy that they bought, and are slowly destroying.
Jon

One can debate the the intentions of the write (which, for the record, I believe did an excellent job in portarying Charlie Jacobs as I’ve known him). But the issue that concerns me is the involvement of Delaware North employees in this situation where the Jacobs family has be steadfast in it’s insistance that the Bruins organization is owned by the Jacobs family and not DNC. This only reinforces the confusion for the public and furthers the idea that the Bruins are strictly another business interest with little to no emotional attachment from ownership that is especially vital from a public relations, marketing and even economic standpoint in the Boston sports market.
Wendy Watkins

Hello, I am the person mentioned in this follow-up post, and unfortunately part of the story is missing–and that’s the beginning. We were told that Boston Magazine was going to be doing a feature story on Charlie Jacobs. Our department handles all advertising related to corporate awards/profiles etc. Charlie is an EVP with Delaware North as well, which is why we were involved. We cold called the advertising department and never asked to see a copy of the story. Never asked advertising to try to influence the story. As we were passed from one ad rep to another, we simply asked if it would be appropriate to place a recognition ad based on the feature. It was only then that we began to find out more details about the article–that it wasn’t going to be a positive profile. Should we have found this out before making the call? Absolutely. Knowing what we know now, would we have even placed a call? Absolutely not. We had no way of knowing what the feature would contain. When we found out the nature of the feature (not from the publication, but from other sources) we did make the comment that it was our understanding that the article was going to be negative and as such wouldn’t be advertising in this issue. As it related to future advertising, that would be a local call. When John called me the next day, I did explain this to him.

Given the fact that I have the pleasure and priviledge of working with journalists from around the globe on a daily basis, I understand and have great respect for the separation of advertising and editorial and said the same to John when he called.

As it relates to the article on Charlie, I have worked with Charlie for the last few years and find him to be funny, passionate about hockey and someone who wants nothing more than to win for the fans and the City. Look at the changes he has made. He stepped into a difficult situation in Boston and has tried to do the right things. There are many employees and other sports figures and community leaders that would talk about Charlie (on the record). The bottom-line, no one is perfect and we all learn a little something every day.
Joe D.

Prediction:

Despite the slighly negative (it was not a hatchet job) article I expect the Bruins to use the old “reverse psychology” and purchase an ad in an upcoming issue of the magazine.
kevin

Come on….this is a story about a hockey team’s President or whatever he is for godsake. When he was handed the job from his father at 28 years old or something it was odd. But that’s what family owned company’s do all the time. Is he great at his job? No….but it’s a hockey team not NASA that he’s in charge of. As for trying to influence the media…? That’s done every day by everyone honestly and dishonestly….
JD

As a former long-time employee at the Garden, I felt compelled to weigh in on this recent article. For so many years, Jacobs bashing has been a sport of its own in this town. I get it. It’s fun for those of us as fans to complain about our owners, players and coaches… especially when the team is not winning championships. Unfortunately, Boston Mag chose the much easier route here to just continue the stereotype of the Jacobs Family as greedy introverted out-of-town misers. I know, it makes for a more salacious article.

The real story actually is a bit more complicated and interesting… don’t tell anyone, but the Jacobs Family has in fact (gulp!) done some great things over the past decade. Shh, don’t tell anyone… because it’s not very PC to say that. You might get bullied yourself for siding with those evil people from Buffalo. Plus, it sounds really petty for anyone to stand up and say ‘hey, quit picking on us/them.’

But last I checked, the Fleet/Garden was built almost entirely with the Jacobs family’s money, and has consistently attracted major events that we would have never gotten otherwise. It has generated millions in economic impact to the city and region and they have (quietly/unassumingly) donated hundreds of thousands of dollars and tickets to neighborhood children and charitable organizations. Have you noticed that the Bruins player payroll has never been down in the bottom half in the league? Have you seen that the concessions prices at Fenway and Gillette are actually higher than at the Garden? Have you seen lately the new and improved North Station area that they helped fund? Naw, couldn’t be the same Jacobs Family could it?!

I also don’t quite get this whole ‘face of the franchise’ thing. The focus should be all about creating a championship TEAM on and off the playing surface, right? At the Sox, who’s the official face? Henry, Werner, Lucchino, Theo, Big Papi? Who cares! At the Pats, is it Jonathan or his father, or Belichick? I don’t know… it’s all about recruiting a great team of people with the right chemistry and resources and letting them perform what they do best.

Off the ice, in recent years, we were not playing well together… certainly not at a level that we should have been. It was always getting a little bit better, but there were rifts and misaligned priorities. But to Charlie’s credit, he stepped into the frying pan of the Boston sports scene, and got the organization moving forward again. Some changes he made or was involved with we liked and some we didn’t. Some people’s feelings were hurt. But that’s what happens with change. It’s business. Tough decisions were finally being made to move the organizations (Bruins, DNC and Garden) forward in a positive direction.

Cam has been brought back into the fold. A new coach and some strong young players line the bench. There’s even a slightly cooler new logo. Sweeney is now leading the team’s foundation and charitable outreach with great energy and savvy. Marketing, Box Office, Finance and PR are now more aligned than they have ever been. There is a whole new, energetic, talented group of marketing, sales and PR professionals breathing new life into the franchise. Let’s give them all a chance to improve. This is not to say that there were not mistakes made the past couple years too. But you know what? That’s great! It means they are at least trying, changing, evolving and not standing pat. Ownership is working to improve the product, on and off the ice.

These are not glamorous happenings, but they are the small things you need to do to create a championship team. To focus rather vindictively on Charlie’s personality versus the changes that have been implemented, did a disservice not only to him and the team but also to all of the hard-working people in the arena from top to bottom that would like to see nothing more than another Bruins Championship banner raised to the rafters.

Shh, keep it between us, but I think the spoked-B may be on the way back.
10-K

Another ex-Jacobs family employee
weighing in to compliment JD’s comments.

The best ten years of my career were
spent working in the family business at
a senior level and it always baffled me to read some of the things that were written.
Many of those things were simply false.
Just as, in the article, a “source” speaks
negatively of Charlie’s involvement with
customers. Charlie is at his BEST, one on
one with potential or existing customers.
Further, I am sure the season ticket holder
meeting the writer references, was Charlie’s
idea. Yes he is introverted, but he
cares and he is passionate.

JD says it best, change was needed. You can debate those changes (as I have) but recognize that there is passionate effort.
…and let’s face it, if the Bruins had
won the Cup last year, none of this would be
a story at all. Sports PR is easy, just win!
http://www.PleaseSellTheBruins.com Benchclearer

Check out this website http://www.PleaseSellTheBruins.com that is all you need to know about the Jacobs family and what their priorities are. I’m surprised a couple of goons didn’t show up at the writers door to “suggest” he be positive in the article. This whole franchise is an absolute joke from top to bottom.
Dan F

Message to every Delaware North shill writing pro-Jacobs comments. Facts are difficult things to argue with and the fact is that the Jacobs family has all but ruined a Boston institution, and all the while getting rich on the after tax dollars of working families. Any attempts to point out their Tax write offs/charity work ring hallow to their 30+ year of exploitation.
Mike

What’s funny to me is that in defense of management, Jacobs often refers to the Bruins spending up to the cap limit. If you are dong that and still losing, doesn’t that point the finger at the decision makers?
http://bostonmagazinecom Toad in Nj

First off, is any of this news?
Maybe to those that haven’t followed the team in years, but to fans none of this is.

I have a hard time with you saying “The Bruins have gotten off to a decent start this year. But even as the team is playing better (thanks in large part to Chiarelli, whom Jacobs hired as general manager before last season)”

Chiarelli hired an awful coach in Lewis, at least he was smart enough to admit that mistake and hired Julien as his replacement.

Many of the current issues with the B’s are due to Chiarelli’s inability to judge talent and to hit the panic button just like his predecessor OC did.
Boyes was a huge mistake, letting Toivoinen go as he sat and watched Lewis let him rot was his mistake. Bringing in Fernandez, giving away a top prospect plus a draft pick was his mistake. He added an overpaid goalie with injury issues, has had his character questioned in the past and is making $4mil + is his mistake. Not many can get fleeced even when they have all of the leverage, Chiarelli managed to do just that.

How many of these kids that have been called up are his draft picks? He felt comfortable getting rid of most of who their hands in one of the few bright spots in this organization, its ability to draft some good players, especially ones in the later rounds.

Everyone knows the Jacobs’ don’t know hockey, everyone could see that Charlie is a weasel.
Chia is pressing the buttons and you might as well have Alexander Haig at the helm.

Pray that Neely can keep his cool and deal with the bureaucracy and that our “new and improved” management can not screw this up, again.

Harry was Harry, but Harry knew that game and knew who to trust when making trades if he wasn’t familiar with the players. Harry was a hockey man, I complained about him not wanting to loosen the purse strings just like everyone else did. We should have won with him and didn’t because of $$, not because he didn’t know what he was doing.
http://bostonmagazinecom Toad in Nj

btw I think I am a moron and posted this in the wrong spot
AC in NY

I’ve had my issues with the Bruins recent moves (dropping Boyes was a particularly bad move, as was signing Fernandez), but I have to admit that this season’s minor changes certainly seem to have helped. Schaefer, Metropolit, and a few of the new guys really seem to be making a difference. And of course, the fact that Thomas’ hot streak has gone on longer than normal has meant the B’s might be relevant this year.

As for Jacobs, it seems that contrary to what I hear all the time from my fellow B’s fans, he has always had an open pocketbook when it came to signing players. Now with a cap, they are still one of the top-spending teams in the league.

And you have to admit, the fact that Jacobs spent his own money to build the Fleet/Garden runs contrary to many owners desire to get a handout from the city or state where their team plays for a new stadium or arena.

I also think it might be pretty embarrassing to have a negative article about Charlie Jacobs right next to a big Bruins advertisement. It would look like the B’s got tricked into advertising next to a negative article.
Lars

I agree with the last post. Magazines that are doing editorials or features call on companies all the time to say “We are featuring your company or product or person” in our magazine. How about taking out an ad in support? Or, this would be a really great issue to advertise. They should have been clued in that this call didn’t happen that something was up. So advertising blurs the lines all the time by calling on companies. I suspect that if this piece would have been positive, the Bruins would have gotten this very same phone call. It happens with our company nearly every week–especially with magazines. You rarely hear of this happening in newspapers and it’s for a reason–in magazines the lines are often blurred–in newspapers rarely. So when a marketing person calls to find out about placing an ad related to a feature it’s tampering–but when the advertising department calls it’s business – it’s a dual standard.
Paul

Say what you will about Charlie, but remember this….his father was at the helm when Bill Wirtz and the biggest scumbag on the earth, Alan Eagleson, took Bobby Orr away from us. Jeremy should have been a little more in tune with what was going on.
Peter Macdonald, Lee NH

U.S. Military Veteran 12-15-07
Written by Peter Macdonald 465 Packersfalls rd Lee NH 03824 603-659-6217
Veteran’s give you peace and security. The U.S. Society turns a blind eye to returning Veterans. I have written many times about the child that leaves and the Veteran that returns. I have tried to explain the change that those that have never been there can not possibly conceive happening in these innocent minds. I am not a combat harden Veteran my self. I did 31 months overseas during the Vietnam Conflict. I did eight convoys as an American Advisor through the bush of Thailand, Laos and Cambodia delivering surplus supplies to friendly camps. I lived through one mortar attack while TAD. I have been shot at, crashed in a C-117, blown off a runway, killed another human being with a bayonet to retrieve my M-16 from the enemy, participated in two Vietnam Offensives. I was injured three separate times during my MC tour. No I do not deserve or want a Purple Heart. The total percentage of my disabilities when each number is added together is 120%. I have volunteered every day since I returned to help others from 1974. I have violated no laws or harmed any one. You enjoy your peace and security because of kids giving their lives, yet for your peace and security you scorn Veteran’s.
The perfect example is my case. You all believe that I am a social out cast. You all refuse to even acknowledge my torture. You believe the social and economic discrimination to silence my free speech by trusted judges and government officials is justified. I volunteered to help people that I did not know because they asked. Judge Peter Fauver violated the law 29 or more times to intentionally harm U.S. citizens. He did this to protect the Madbury selectmen. The NH governor used the State police to intimidate my family, the courts to put me in jail, while a NH congress woman was using my VA medical as a weapon to silence my free speech. The NH Supreme court refused to hear a case that exposed a Judge as a criminal. The public scorns or ignores my situation because the newspapers only print the government statements to harm my character in the public eye. Judges and Government officials violate the law and Constitution and I a disabled Veteran have no way to stop it. Is not this the perfect example.
Suicide by Veterans is what you (the Public) deem socially unacceptable. Think of the bright, hard working child that left to enter the military. Think of the many socially unacceptable, homeless, alcoholic, drug addicted, economic depressed or just useless Veterans that never make it to return. Some seem to make it but imagine what haunts them every second of every day deep in their minds. Peace and security comes at a price.
You have no idea how much I want and need to die. You have no idea how close that I come each day. I struggled every day while over there just to have a chance to see what living in the U.S. was like. I continue today because I can not let what so many over the history of this nation gave their lives for be for not. I am a Veteran and I hope you realize that Veterans are a part of your society also.
Peter Macdonald Sgt USMC Semper