Here’s our fifth and final installment of an excerpt from the ESPN Book (since it’s such a busy day, we’ll be posting our interview with the author this weekend). Remember ESPN’s Boo-Yah era? If you were reading this blog back in 2006 and 2007, then you may remember the era fondly. Mark Shapiro led the charge and Jason Whitlock … well, he was having no part of it. In the ESPN Book, Whitlock recalls a meeting he had with Shapiro and another corner office suit, Vince Doria.

I went to a meeting on the campus at Bristol with Mark Shapiro and Vince Doria, and afterward, Vince Doria told me in private – an these aren’t his exact words – that it was a great time to be like Stuart Scott and Stephen A. Smith, and the message seemed to be “You need to hip-hop-up your delivery on ESPN. It needs to be more rapperish” – or whatever.

By 2009, according to the New York Times, Whitlock had been proven right. For Stu Scott, the shtick worked. For Stephen A. Smith? Not so much. His career there fell apart – at one point, he was everywhere – and he was jettisoned in 2009. He returned in 2011.

[ESPN Book, Page 533]
Previously: ESPN Book: The Time Gary Miller Urinated on an Off-Duty Cop
Previously: ESPN Book: Pam Oliver on the Perils of Dating While at ESPN: “Three-year drought”
Previously: ESPN Book: Dana Jacobson on the Night She Drank Vodka From the Bottle at the Mike & Mike Roast
Previously: ESPN Book: “Drunken Orgies” and Screwing in the Stairwell in the 1980s