The Michigan Daily-Friday, October 17, 1980-Page 13

DECLINE IN 'U' PROGRAM

Free grid guide spurs sales war

By JODI BITTKER
As ;Greg Hesterberg will tell you,
business is always better when you
don't charge money for your product
and the other guy does.
Hesterberg is one of three editors who
produce The Michigan Football Guide,
a 32rpage program full of rosters, pic-
tures, statistics, and football trivia,
that is distributed free of charge to fans
for Wolvlerine home games as well as
egted away contests. The Guide,
ch was started three years ago as a
fund raiser for the Coalition for Better

Assistant athletic director Will
Perry, the long-time editor of the
University program, admitted that the
emergence of the Guide has caused "a
tremendous loss" in program sales. He
explained that sales of his program
have tumbled from 25,000 copies two
years ago to 17,000 this season.
Hesterberg said that people selling
the Guide on football Saturdays have
been "receiving some minor
harassment" for distributing programs
in University parking lots. Perry con-
firmed the harassment and emphasized
that, "We are legally enforcing all city

"At times the competition can get
pretty hostile," said Rick Erwin, a
University program vendor. "It seems
as though the people giving away the
Michigan Football Guide are more in-
terested in pulling customers away
from me than they are in giving away
their own material."
Each editor is convinced their
program is superior to one another in

editorial quality. While Perry readily
admits the rivalry has existed for
several years, Hesterberg is optimistic
that the two publications will settle
their dispute, "even if it's at arms
length."
"The (University) program is
a business. We're just giving them a lit-
tle bit of competition," said Hester-
berg.

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THE OFFICIAL UNIVERSITY of Michigan program is on the left; and its
fre&of-charge counterpart is on the right. Editors of the official program claim
a 32,percent loss in sales since the inception of the complimentary Michigan
Football Guide.


Housing, generates its revenue solely
by advertising.
THE GUIDE HAS entered into a sales
war against the University's official
football program, which is sold for one
dollar. The program, which is sold at all
home games and produced by the
athletic department, is similar to the
Guide, but its 80-page size allows for a
greater amount of information.

regulations to stop any attempt by the
Michigan Football Guide to distribute
their programs on University proper-
ty.°
THE COMPETITION between the
two publications has apparently spread
its way down to the streets surrounding
Michigan Stadium, where hostilities
.have erupted between solicitors of each
program.

When you need some
noe a3Oam.,you find out
who your f riends are.

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