Former Los Angeles Lakers Magic Johnson -- Steve Lipofsky www.Basketballphoto.com

Los Angeles Lakers Magic Johnson and Boston Celtics Larry Bird in Game two of the 1985 NBA Finals at Boston Garden Date 30 May 1985 - Steve Lipofsky www.Basketballphoto.com

An excerpt on Magic Johnson's failure as a host of a television show from our Video Beat column of August 1998 - NR (National Radio archives - photo) -

Video Beat SPECIAL - MAGIC JOHNSON to host The Celebrity Apprentice? REALLY!!!

James Loving - National Radio Text Service

It's been reported that the NBC television network is considering former NBA great Magic Johnson to host the fired and now maligned Donald Trump as the host of The Celebrity Apprentice. It raise the question is Johnson qualified. From our experiences with Johnson we have an opinion…. Read on…

Friday, July 17, 2015

EGO ON THE GO

With egos and money playing a major role in the recent free agent signings there is a goes around comes around scenario that comes into play. First off is Mr. Ego himself and former NBA great Magic Johnson is being considered to replace now US presidential candidate Donald Trump as host of the television series The Celebrity Apprentice. It's been reported that NBC is taking Johnson into consideration since he has superior business skills and success. The NBC Network is searching for someone who is a minority businessperson that is active in the inner cities.

NBC appears to be in a cover your ass mode as Trump has made a fool of himself in making what is considered by many as racial remarks in his recent speeches to gain support for a US presidential nomination. He has raked the Mexican community over the coals by stating that there are too many illegal Mexicans crossing the border and blatantly saying that they are rapists. His comments have drawn ire among the Mexican community and from intelligent Americans.

That's where the cover ones ass mode comes into effect since Johnson is black and in his business practices supports minority communities. In this respect Johnson qualifies to be a successful minority business man to host The Celebrity Apprentice. His persona is diametrically opposite to that of Trumps. NBC has yet to contact Johnson regarding their interest in him.

Johnson's business acumen was displayed in the Bloomberg television series Game Changers. Johnson first demonstrated his business expertise when he negotiated to have ownership of his own merchandising rights with the NBA. Up to that point the NBA owned all merchandising rights to all NBA players.

In the Game Changers television show then NBA Commissioner David Stern refused to reveal the specifics of the agreement. With his deal in hand Johnson then sold Magic Johnson shirts. With that merchandise money he went on to purchase a radio station in Denver which he later sold for a huge profit.

What stands out about the NBA negotiation is Johnson threatened Stern that if he didn't agree to his demands that the Magic man would call then Boston Celtic star Larry Bird to join him and sit out the season. In essence, Johnson was holding the NBA hostage.

At that time during the mid 80's Johnson and Bird were the supreme talents in the league. Also during the mid 80's, Stern was fairly new on his job as I witnessed his agreement at the Las Vegas Hilton with CNN founder Ted Turner for the then Turner owned WTBS channel to carry the leagues games nationally on WTBS.

That was a major turning point for the success of the league since the agreement gave the NBA exposure to a national audience where only regional coverage was available at that time. Johnson's approach with a then fairly new NBA commissioner who had success with his decision making was good timing for Johnson.

To expand his business skills Johnson sought help from talent agent Michael Ovitz who is Jewish. Ovitz reluctantly agreed to assist Magic in his business endeavors. Johnson had the vision to start business in black communities where white businessmen and people feared to tread. His vision proved fruitful as he went on to build a business relationship with Starbucks and financial institutions that lent him money to build his empire.

Johnson is currently a co-owner of the MLB's (Major League Baseball) Los Angeles Dodgers. He is living large in the business community BUT has failed in the past as the host of a television show.

In the 90's Johnson hosted a celebrity talk show in which he would interview guests. The problem was in almost every case Johnson would interject himself into the interview in relating his experiences. The show was a nightmare as it was all about Johnson and his I, me, my world.

I've interviewed Johnson several times and have written numerous articles about him as well as producing radio features on his achievements. With those experiences and contact with Johnson I have come to this conclusion that one thing is certain... given his massive I, me, my ego Johnson lacks the talent and the respect of his television guests to host The Celebrity Apprentice.

MORE MAGIC

PLEASE NOTE: All NBA MAX columns are written in the FRENCH LANGUAGE

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