New MLB Properties President Bob Gamgort is interviewed
by Terry Lefton in BRANDWEEK. Gamgort, calling kids "an
opportunity we are definitely going to have to address."
Gamgort: "Baseball is still more of a family sport than the
other sports and it's more affordable. We have to find a
way to use that to our advantage" (BRANDWEEK, 2/24).
TANK EMPTY? In S.F., C.W. Nevius examines the marketing
of MLB under the header "No Marketing Plan Can Sell These
Players." Nevius: "Compared to baseball players, your
average professional football player is Jerry Seinfeld. ...
There is hardly a player in the NBA who cannot crank out
sound bites, even if they are vanilla." Noting MLB's G.A.S.
program, Nevius writes "How about a couple of other plans,
like D.A.L.S.A.J. -- 'Don't act like such a jerk?' Or
I.W.K.Y.T.W.T.T.K.B.T.D. -- 'It wouldn't kill you to wave to
that kid behind the dugout'?" (S.F. CHRONICLE, 2/25).
CHIPPER SHOT: Steven Fogerty, VP/Marketing of FL-based
Leader Enterprises, who represents the Braves' Chipper
Jones, on Jones' new candy bar: "We hope to do things like
sell it to schools and youth groups at half-price so they
can raise money for their projects. If it's successful in
the Atlanta and Georgia markets, then we'll expand
distribution from there" (ATLANTA BUSINESS CHRONICLE, 2/24).
