WSJ Sports' nearest neighbors are journalists, authors, and political professionals — not sports media, not other news publishers in the top 10.

The shape is flat: the top 10 scores run from 0.96 down to 0.95, a narrow band with no single dominant pull. Similarity here measures how closely two entities' audiences resemble each other in composition; a score of 0.96 means the audience looks nearly identical in shape. Leading the set is Andy Slavitt (0.96), a Professionals subcategory figure, followed immediately by Room Rater (0.96), a Humor Memes and Satire account, and David Brooks (0.96), a Journalist. Rounding out the top five are Freakonomics (0.96), a podcast, and Malcolm Gladwell (0.96), an Author.

Tallying the full top 10 by subcategory: four Journalists (David Brooks, Jonathan Swan, David Frum, Kaitlan Collins), two Professionals (Andy Slavitt, Scott Gottlieb, MD), one Humor Memes and Satire account (Room Rater), one Podcast (Freakonomics), one Author (Malcolm Gladwell), and one Government Official (Ronald Klain). No sports media, no athletes, and no other News Publishers appear in the top 10. The cluster is oriented around political and civic discourse — journalists covering Washington, credentialed professionals, and policy-adjacent voices — rather than anything sport-specific.

The audience WSJ Sports draws looks, in shape, like the audience for serious political and analytical media, suggesting its readers arrive with a broader news-consumption profile than the sports vertical alone would imply.