J.R. Smith today was named the Western Conference got milk? Rookie of the Month for games played in March while Chicago's Ben Gordon took home the East honors.

Smith is the Western Conference got milk? Rookie of the Month for the third consecutive month, averaging 16.8 points on 44.9% shooting, 2.8 assists, 2.4 rebounds and 1.07 blocks during March, and has averaged 22.4 points over the last five games.  Smith's scoring average this month is double his January scoring average and 2.2 more points per game than he scored in February.  In a March 26 win over Memphis, Smith recorded a career-high of 33 points on 13-of-18 shooting, including 6-of-9 from three-point range.

Chicago's Ben Gordon was honored with Eastern Conference got milk? Rookie of the Month for the third consecutive month.  He averaged 17.6 points on 39.5% shooting, 2.9 rebounds and 2.2 assists in an 11-7 month for the Bulls. Gordon scored a career-high and NBA rookie-high 35 points in the Bulls' win at Charlotte on March 30.