Following MLB Enterprises CEO Greg Murphy's appearance
on "Business Insiders," CNBC hosted David Burns, founder of
Burns Sports Celebrity Service, and If Enterprises President
Steve Herz to discuss MLB's marketing plans. Burns, on how
long it will take MLB to restore its image: "Longer than
they think. They're competing with the excitement of the
basketball world. ... But baseball has nostalgia, it's the
more American, it's less violent. It has so many advantages
waiting to be saved." Herz said that MLB should institute
betting lines for games, adding, "The other sports get so
much coverage from fans because people follow the lines in
games. ... We've become a real quick-fix society, a real
society bent on gambling. ... In baseball there's no line to
really follow. ... I think they have to be aware of the fact
that people follow sports because there's a gambling
interest, and you can't ignore that" (CNBC, 2/20).
MORE CUTS: USA TODAY's Hal Bodley: "Can't baseball come
up with a more innovative advertising campaign that 'March
to Opening Day?' Where does the campaign go after the first
pitch? ... Spring training alone builds enormous interest
in opening day" (USA TODAY, 2/21). David Letterman offered
his "Top Ten" list of rejected slogans for MLB. No. 10:
"Groin Pulls? We got em!" No. 9: "Slightly more exciting
than badminton!" No. 8: "We wanna get to third base with
you." No. 7: "If you build it, they'll strike." No. 3: "If
You Do The Watchin', We'll Do the Scratchin'" No. 2: "Get
off your Babe Ruth-sized ass and come see a game!" No. 1:
"Hey -- Choke Up On This!" ("Late Show," CBS, 2/20).
