| Paradigm shift or passing fad? Twitter and sports journalism ML Sheffer, B Schultz International Journal of Sport Communication 3 (4), 472-484, 2010 | 239 | 2010 |
| An exploratory study of how Twitter is affecting sports journalism B Schultz, ML Sheffer International Journal of Sport Communication 3 (2), 226-239, 2010 | 237 | 2010 |
| Media relations in sport B Schultz, PH Casley, C Esherick Fitness Information Technology, 2015 | 134 | 2015 |
| Sports media: Reporting, producing, and planning B Schultz, E Arke Routledge, 2015 | 75 | 2015 |
| Sports journalists who blog cling to traditional values B Schultz, ML Sheffer Newspaper research journal 28 (4), 62-76, 2007 | 70 | 2007 |
| Double standard: Why women have trouble getting jobs in local television sports ML Sheffer, B Schultz Journal of Sports Media 2 (1), 77-101, 2007 | 57 | 2007 |
| Broadcast news producing B Schultz Sage, 2005 | 45 | 2005 |
| Sports broadcasting B Schultz Focal Press, 2002 | 45 | 2002 |
| Personal branding still in future for most newspaper reporters B Schultz, ML Sheffer Newspaper Research Journal 33 (4), 63-77, 2012 | 42 | 2012 |
| Advertising effectiveness:" understanding the value of creativity in advertising", a review study in India P Sharma Online Journal of Communication and Media Technologies 2 (3), 1, 2012 | 35 | 2012 |
| Left behind: Local television and the community of sport B Schultz, ML Sheffer Western Journal of Communication 72 (2), 180-195, 2008 | 32 | 2008 |
| Sports media: Planning, production, and reporting B Schultz Taylor & Francis, 2005 | 25 | 2005 |
| The new world of social media and broadcast sports reporting ML Sheffer, B Schultz Routledge handbook of sport communication, 210-218, 2013 | 23 | 2013 |
| Blogging from the management perspective: A follow-up study ML Sheffer, B Schultz The International Journal on Media Management 11 (1), 9-17, 2009 | 22 | 2009 |
| Blogging from the labor perspective: Lessons for media managers B Schultz, ML Sheffer The International Journal on Media Management 10 (1), 1-9, 2008 | 20 | 2008 |
| Multimedia sports journalism: A practitioner's guide for the digital age E Kian, B Schultz, G Clavio, ML Sheffer Oxford University Press, 2019 | 16 | 2019 |
| Newspaper managers report positive attitudes about blogs B Schultz, ML Sheffer Newspaper Research Journal 30 (2), 30-42, 2009 | 16 | 2009 |
| Sports broadcasting: History, technology, and implications B Schultz, W Wei Routledge handbook of sport communication, 137-145, 2013 | 14 | 2013 |
| Factors influencing sports consumption in the era of new media B Schultz, ML Sheffer Web Journal of Mass Communication Research 37 (1), 2011 | 14 | 2011 |
| The mascot that wouldn’t die: A case study of fan identification and mascot loyalty B Schultz, ML Sheffer Sport in Society 21 (3), 482-496, 2018 | 13 | 2018 |
