Titans' Justin Hunter knows time to produce is now

Stop me if you've heard this one before:

It's time for Justin Hunter to step up and make a significant impact on the Titans' offense.

That expectation has followed Hunter since he arrived as a second-round pick out of the University of Tennessee in 2012. He is the kind of tall, talented wide receiver that projects as a major asset in the passing game.

Outside of a couple of flashes here and there, however, it just hasn't happened. And patience is wearing thin.

"I've got to get it going," Hunter said after a mini-camp practice this week. "Going into my third year, I've got to improve. I can't falter in any part of my game."

Titans coaches have tried a little bit of everything to get through to Hunter. Wide receivers coach Shawn Jefferson has shown him plenty of tough love and last year outfitted him with a practice jersey that featured the letters JAG — Just Another Guy.

This week, head coach Ken Whisenhunt kicked it up a notch. He noted that Hunter had a couple of very good mini-camp practices but offered this addendum:

"At some point, you either get it or you won't be in this league anymore. That's the natural order of the NFL."

Sounds like someone has been put on alert, doesn't it?

The ability is there. At 6-foot-4 and with speed and leaping ability, Hunter is an appealing target. But his production hasn't matched his potential. He'll follow a big play with a haphazard pass route or a drop.

His attention to detail often is lacking. Sometimes you wonder if he appreciates just how much ability he has. Two years in, he is still struggling to find his way in the NFL. Asked to assess his pro career, Hunter said:

"I wouldn't say I'm pleased or disappointed. I could have done a lot of things better. I know I'm capable of doing better."

On the plus side, he averages a strong 18.5 yards per reception. Seven of his 46 pro catches have gone for touchdowns. On the minus side, he too often disappears. He's had either zero or one catch in 14 of his 26 NFL games.

Maybe the selection of Dorial Green-Beckham in the second round of the draft will provide the spark that ignites Hunter's pro career. It certainly got his attention. Hunter likened it to his situation at UT when he arrived in the same recruiting class as Da'Rick Rogers.

"When I came to Tennessee for college, I had a five-star coming in there — Da'Rick," he said. "He pushed me. I'm not a stranger to it. … You know there's some competition for you. He's another big guy."

The wide receiver position has been a weakness since this franchise landed on Tennessee turf in 1997. Outside of a few upticks here and there, the only consistent go-to wideout the Titans have had in the past 18 years was Derrick Mason.

The Titans have invested in the position, with uneven results. Kenny Britt, a first-round draft pick in 2009, never really took flight for a variety of reasons. With the noteworthy exception of Nate Washington, the bulk of free agent pickups washed out.

Yes, Kendall Wright has caught 215 balls in three seasons. But his average of 11.3 yards per catch leaves something to be desired from a player who was the 20th overall draft pick in 2012.

On paper the Titans upgraded the position in the offseason. Green-Beckham has top-tier talent, although his serious off-field issues dropped him into the second round of the draft. Free agents Harry Douglas and Hakeem Nicks were quality free-agent pickups. The Titans also drafted Tre McBride in the seventh round, and he looks like he'll stick.

"There's a lot of competition in the room," Hunter said.

And it's time for Hunter to produce.

David Climer's columns appear on Friday, Sunday, Monday and Wednesday. Contact him at 615-259-8020 and on Twitter @DavidClimer.