The following lists the top 10 selling players of Pro
Player MLB merchandise, including the percentage of retail
sales generated by each particular player (Pro Player).
PLAYER TEAM/POSITION PERCENTAGE
Mark McGwire Cardinals/1B 20%
Nomar Garciaparra Red Sox/SS 12%
Ken Griffey Mariners/CF 12%
Sammy Sosa Cubs/RF 11%
Derek Jeter Yankees/SS 7%
Pedro Martinez Red Sox/P 5%
Chipper Jones Braves/3B 4%
Roger Clemens Yankees/P 4%
Bernie Williams Yankees/CF 3%
Mike Piazza Mets/C 2%
WILL A YANKEE STRIKE IT RICH? Pickett Communications
Exec Creative Dir & Sports Analyst Bob Dorfman rates the
commercial-pitching talent of the World Champion Yankees.
On Jeter: "Looks, talent, personality, purity -- Jeter hits
for the cycle. ... Multi-racial background only broadens his
appeal." Dorfman, on Yankees manager Joe Torre: "Use Joe
to sell anything appealing to the average Joe." Dorfman
rates World Series MVP Mariano Rivera as a "hit or miss":
"Baseball's best relief man locks up win after win. Of
possible interest to Rolaids or Master Lock" (THE DAILY).
JETER'S OR WHEATIES FOR BREAKFAST? Wheaties will issue
a limited-edition package honoring the Yankees and featuring
Torre. The package will be available throughout the greater
N.Y. metro area by early November (Wheaties).
MLB NEWS & NOTES: In N.Y., Joseph Kahn reports that
online investment firms have "collectively bought more World
Series ad time than any other industry, displacing even
G.M., the marketing monolith of sports, according to people
who placed the ads" (N.Y. TIMES, 10/28)....Also in N.Y.,
Gregory Zuckerman writes on the trading card industry and
reports that this year's sales of new sports cards "will
reach" $400M, marking a 67% decline from $1.2B in '91.
Fifteen-year-old Jason Olshan said that "when he comes home
from school, he jumps on [AOL] rather than play with cards."
Olshan added sports cards "just stopped being cool. No one
I know collects them anymore" (WALL STREET JOURNAL, 10/28).
