Sports Business Journal's ten nearest neighbors span journalists, podcasts, a magazine, and two apparel brands — a mix that cuts across category lines without any single subcategory dominating the set.

The shape is flat: scores run from 0.94 down to 0.92, a band of less than two points across all ten positions. Journalists make up the plurality — Steve Inskeep (0.94), Bill Simmons (0.93), Kai Ryssdal (0.93), Mary Louise Kelly (0.92), and Nina Totenberg (0.92) — but they share the cluster with two podcasts, Men in Blazers (0.93) and Morning Edition (0.92), a newsletter in Morning Brew (0.92), and two apparel brands, Anthropologie (0.93) and Lululemon (0.92). No other News Publisher — Sports Business Journal's own subcategory — appears in the top 10. The apparel entries are the structural surprise: audience shape here is not defined by sports media adjacency alone but by something the journalists, podcasts, and lifestyle brands all share in their composition.

The flat distribution and cross-category mix point to an audience defined less by a single content niche than by a consistent demographic profile that cuts across journalism, audio, and upscale retail.