WHERE THE BRONX BOMBERS ARE REALLY BOMBING
In ''The money machine'' (Sports Business, Sept. 28), you accurately reported that George M. Steinbrenner III blames the New York Yankees' relatively low attendance on Yankee Stadium. In fact, lackluster marketing is partly to blame. Last June, I called the Yankees ticket office to purchase tickets for Old Timer's Day. I was subjected to a long taped message providing intricate and then-obsolete details concerning every promotional event starting with the beginning of the season, which was more than two months prior to my call. It was nearly 10 minutes before the tape contained any information about games yet to be played. With such an amateurish sales effort, it is no wonder the Yankees are attendance underachievers. Abandoning Yankee Stadium is not the answer. The answer is better marketing.
Updated Oct. 15, 1998 by bwwebmaster
Copyright 1998, Bloomberg L.P.