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February 02, 1968 - Image 9

Resource type:
The Michigan Daily, 1968-02-02

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Srayle Howlett








A Lesson In
Supply and Demand


Some ad man said that his job was not to sell the steak
but to sell the sizzle. Of course, the trick is not to get burned.
Still comfortably simmering is that complex business organiza-
tion known as the NFL. Remember them? They recently bought
the AFL, and together they turn out a product known as the Super
Bowl. To say that the NFL is a well-marketed organization is like
saying that Everett Dirksen speaks well.
Big business has a definite history, and for that reason, it's a.
well-documented fact that big business as we know it today started
in 1961 when Pete Rozelle replaced the late Bert Bell at the helm
of the NFL. Pete Rozelle reversed a long-standing trend - long-
standing to major league baseball, that is - by destroying all the
amateurism in professional sports
Informed sources said that Rozell's first league memo dealt
with the draft. It urged all the clubs to consider high on their lists
those college players who had good heads and strong arms. The
"good heads" referred to the Paul Hornung-type locks which look
great in those Wildroot ads, and the "strong arms" would be
mandatory for stirring Dinty Moore Beef Stew.
Rozelle had made the NFL stamp the most prized possession
on any package. You can now get up in the morning and eat
" your Nabisco Shreaded Wheat knowing that the same breakfast
is being served on all the NFL training tables (or at least that's
what the package says). And when it's lunchtime, you can take
great pride in the fact that the same heartburn you're receiving
from a dish of Hormel Chili is also being experienced by Bart
Starr. Rozelle's still working on dinner.
The NFL stamp has completely pushed into oblivion the Good
Housekeeping Seat of Approval. At last report Good Housekeeping
was forming a football team.'
Rozelle has gone so far as to invade the White House. Last De-
cember when President Johnson was entertaining three network
correspondents in a fireside chat, the CBS reporter asked Johnson
whether the South Vietnamese would negotiate with the National
Liberation Front (NLF). The question was quite conveniently garbled
so that the NLF came out the NFL. Unfortunately, Johnson didn't
take the cue and start talking about his boyhood escapades with
Vince Lombardi.
Also, Rozelle has done O.K. in the T.V. biz. He now provides
interludes of football action on Sunday afternoons to give Frank
Gifford a rest between enlightening remarks.
But the fact remains that Rozelle is a marketing genius and has
promoted the NFL as well as the Mary Wells Agency has promoted
t Benson & Hedges. So far, the public hasn't protested, and as long
as they don't, you can be sure that Roelle will flood the market
with-the NFL.
With such a great promotional genius at work, it seems that the
NFL might have made a tactical error in not televising the com-
bined NFL-AFL draft. After all, this is their slow period where they
go at least two or three weeks without aw. game. With a span like
that, you can't let the consumer forget. Ican see and hear it now:
"Hello again, from NFL control in New York where the combined
draft is taking place. We're. in our 32nd straight hour, but there's
no sign of strain yet. Let's zoom in on the Pittburgh Steelers table
where the next, pick will be made. We're directly above them so
we'll have to talk in a whisper . . . . Wait. Here's the announcement."
"Pittsburgh chooses .for their 11th round choice Kim King
of.Georgia Tech."'--
"As the pudence cheers, let's bring in.Frank Gifford."
"Bob, I hoped you noticed one thing there-well we .got it on
our ~exclusive stop action-as the Steelers made the decision you'll
notice the faint hint of a smile break out on -their representative's
face..Now,-in all my years as a broadcaster, I know that means that
the Steelers felt they got a good one ...
And on and on. It could have been a great show.
The combined draft affords many other opportunities that Ro-
zelle might have missed. He should have contacted the Topps Bubble
Gum Co. and had a joint sponsorship of an All-Draft team. Some
great ones would have been: Jesse Phillips, Most Likely to Succeed;
Kenny Stabler, Most Likely to Make Money (he was drafted by both
the Houston Astros and the Oakland Raiders); Gary Beban, Most
Likely Not to Get Homesick; Joe Mira, brother of George, Most
4 Likely to Play Like his Brother; Dan Kranarczyk, Most Likely to
Havde His Name Misspelled.
Also, Rozelle might have better exploited the first pick of the
draft, Ron Yary of Southern Cal. He could have put him in Ed Sul-
livan's audience, had him as 'a mystery guest on Johnny Carson,
and started him out on the night club circuit as the lead singer with
the Green Bay Packer's defensive unit.
But I'm sure Rozelle and the NFL will bounce back from this
pronotional defeat. After all, Ford got over the Edsel. Look for
a stepped-up campaign selling the NFL. Like the NFL sponsoring
the Baseball Game of the Week, or the NFL diversifying by
buying the NCAA, or the NFL .. .
Here ye denizens of Markley Hall:

Statement Fails to End Feud;
Clarification Asked by AAU
By JOEL BLOCK The next confrontation be-
Daily News Analysis tween the two groups will come
The Sports Arbitration Board at the Febuary 9 Madison Square
created by the Senate Commerce Garden Invitational Track Meet.
Committee and appointed by Vice The USTFF pays it will still hold
President Hubert H u m p h r e y the meet without asking the AAU
handed down its decision on the .for its sanction.
NCAA-AAU track feud yesterday. As of now, all athletes entered
The report was given amid a in the meet conform to the
hoopla of newspapermen, Sena- board's definition of "student
tors, and American track and athletes" and so no problem will
field big-shots from both sides. It occur. But Father Crowley said
was given inside the Capitol-- last night that any USTFF ath-
building by labor arbiter Theo- ' lete is welcome to compete whe-
dore Kheel, chairman of the ther he is a student or not.
board, and it was supposed toa
settle the half-century long dis- If a "non-student' athlete does
pute. enter the meet, and if the USTFF
But it didn't. still fails to ask the AAU for a
The report said that the United sanction, officials in the AAU
Track and Field Federation (an may attempt to declare all the
organization encompassing the participating athletes ineligible
NCAA in addition to the major for the Olympics. They have
high school, junior college, and threatened to do this in the past
track coach's groups in the coun- and they may try to do it with
try) could hold and regulate its the apparent backing of the ar-
own track meets if only student bitration board and Senate.
athletes participated. There could be more trouble
Ambiguous ahead.j
The board's 'definition of stu-
dent athletes was very ambiguous
It seemed to say that all under- I *
graduate students, graduate stu- i s w eeke
dents, and students between terms
would be eligible to compete in Fri
the USTFF's meet. TRACK-Michigan Relays at Yos
The report also said that the HOCKEY-Michigan at Minneso'
AAU would have to sanction all SWIMMING-Michigan at Wisco
other foreign and domestic track
meets held in the United States. Satu
The leaders of the USTFF WRESTLING-Michigan Frosh ii
didn't buy it. Late last night WRESTLING-Pittsburgh at Eve
Father Wilfred H. Crowley, pres- TRACK-Michigan Relays at Yos
ident of the USTFF, said that GYMNASTICS-Minnesota at IN
business would go on as usual BASKETBALL-Michigan at Mic
until the arbitration board clari- HOCKEY-Michigan at Minneso
fled its report. He said that there SWIMMING-Michigan at Minn
were "errors in fact in the report"
and that these would have to be
cleared up before the USTFF
would make a decision.
The report said that a commit- MA THEMA Tit
tee of equal numbers of represen-
tatives would be formed to iron
out problems arising out of the Tired''of the slush and crush
ruling with "an impartial chair- University for graduatC work
man" having the final say-so. Mathematical Sciences has
The report envisioned a perfect departmental developmentt
situation where a single body
would be created to contol all student-faculty ratio. Fellow
track events in the United States. Sunshine all year. Inquire:
It added, however, that this over-
all governing organization would Professor E. D.
be impossible to create because of
the opposition of both parties. Department of1
Reverend Crowley said that his New Mexico Stc
group was ready to concede to Los Cruces, Ne
a third controlling body and that
"it is the AAU that is blocking
its formation."

* *
Packers' L
GREEN BAY, Wisc. (A')-Green
Bay's Vince Lombardi, pro foot-
ball's most successful coach in the
past decade, relinquished the
coaching reins to his assistant,
Phil Bengston, last night. But
Lombardi said he will continue as
general manager of the worlds
champion Packers.
Lombardi, the Packers' iron-
willed pilot for nine National
Football League seasons, during
which they won five champion-
ships and two straight Super
[Bowl games, told a dinner gather-
ing of club directors and news-
men that the responsibilities of
both jobs had become too much
for one man.
"I must relinquish one of the:
jobs," he said.
Lombardi, 54, stepped down
one month after the Packers, NFL
kings for the third straight year,
drubbed Oakland's American
Football League champions 33 to
14 in the Super Bowl at Miami,
He described Bengston, 56, as a




ombardi Ends Reign
"loyal and dedicated assistant" tory to what was a sick franchise
and predicted the Packers would suffering on the field and at the
continue to prosper. box office.



_ .: _ _ i

Bengston. a former Minnesota
athlete, has been the Packers' de-
fensive genius since 1959, when
Lombardi moved from the New
York Giants to Green Bay and
turned the ailing Wisconsin fran-
chise into a winner.
Lombardi, a native of New
York and one of the legendary
"Seven Blocks of Granite" on
Fordham University's football
powerhouse in the mid 1930s, cit-
ed the growth of pro football, the
problems created by the recent
NFL-AFL merger and the in-
creasing burden of player rela-
tions as reasons for his decision
to devote full time to the role of
general manager..
As Packer coach Lombardi won
as no other coach in professional
football ever had won.
"Winning isn't everything,"
Lombardi once said. "It's the only
thing." With the Packers under
Lombardi, it almost was.
In nine seasons as Packer coach,
Lombardi's teams won 89 regular
season games, lost only 29, and
tied four. The Packers captured
five NFL titles, six Western Con-
ference titles, and two World
American Football League cham-
The last thee NFL crowns came
in succession. No other team since
1933 when the NFL went to a
playoff system to .determine its
champion ever won three straight
The Packers had won only once
in 1958, the year before Lombardi
arrived and gave health and vic-


He announced when he arrived
that he had never been associated
with a losing team and wasn't
about to start now. He had little
to base his confidence on.
At that time Lombardi's only VINCE LOMBARDI
prior head coaching job had been
with St. Cecelia's High School in served under Earl "Red' Blaik, a
Englewood, N.J. stern disciplinarian and 'a bil-
He still was a high school coach liantly successful coach. -
at age 33 despite a membership in Lombardi was 41 when he left
Fordham's famed Seven Blocks of West Point and went to Work 'for
Granite forward wall and a Ford- Jim Lee Howell and the New York
ham law degree. Giants.
West Point He was to remain as the Giants'
In 1946, he returned to Ford- offensive coach until the,"call
ham as a line coach and began came out from Green Bay in 1959.
the slow climb toward fame, True to his word, Lombardi
wealth and power. In 1948, he never allowed himself to be as-
moved on to West Point where he sociated with a-.loser,


nd in Sports
st Fieldhouse
ta, Duluth
in Events Building, 9:00 a.m.
ents Building, 2:15 p.n.
st Fieldhouse
A Gymnasium, 2:00 p.m.
chigan State
ta, Duluth


New York

East Division
WV L T Pts
25 14 9 57
22 15 12 57
24 18 7 55
23 17 8 54
22 17 8 52
19 22 8 46




West Division
Philadelphia 21 19 8 50
Minnesota 19 20 9 47
Los Angeles 21 24 46
St. Louis 18 21 8 44
Pittsburg 17 24 7 41
Oakland 10 29 11 31
Yesterday's Games
Montrenl 5, New York 2
Chicago 4, Boston 4
Los Angeles 8, Detroit 6
Oakland 3, Philadelphia 3
Pittsburgh 2, St. Louis 0
Today's Games
None scheduled

W L Pct hind
38 15 .717 -
35 17 .673 2"

Cincinnati 25 27 .481 121
New York 27 30 .474 13
Baltimore 22 31 .415 16
Western Division
xSt. Louis 40 16 .714 --
xsan Francisco 33 22 .600 64
Los Angeles 29 24 .547 91!
Chicago 18 37 .327 211
xSeattle 16 38 .296 23
xSan Diego 14; 39 .264 241;
x-Late games not included.
Yesterday's Results
New York 112, Chicago 103
San Frai'cisco'at San Diego, night
St. Louis at Seattle, night
Today's Games
Baltimore at Boston
Detroit at Philadelphia
Cincinnati at Chicago
Seattle at Los Angeles'
San. Diego vs. San Francisco at



,?Consider New Mexico State
k. The NMSU Department of
the prototype of the NSF
grants. Excellent staff. Low
vships and housing available.
Mathematical Sciences
-ate University
w Mexico 88001


--- - - " -I

The challenge of the lowly citizens of
iniquity to a three legged hopscotch race
mighty laughter in the marble halls of South

your den of
has caused

Landlords who offer a 196E University
8-month lease:
University Towers, Packard Mgt., Madison Mgt.
Huron Valley Real Estate, Howard Hirth,
George Conger, Mrs. Raymond Wint,
Chestnut Properties

We the mighty. accept the challenge (sic) of the
puny to this simple-minded athletic event. However we
realize that long hours of deep intellectual meditation
were required before this idea left your tiny minds. We
meet on the field of challenge on the fourth day of the
new moon.

Landlords who have said they " w not
The 1968 University lease:
Apt. Limited, Dahlman, Charter,





Can Jewish Worship
Express the Anxiety of Our Agel
Hillel answers this question with:

Campus Management
kM El w'4au EK WER






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