Tuesday, January 04, 2005
The Arte Moreno Of Who The Hell Do You Think You're Fooling?
Here's a quote from this article in today's LA Times:
Moreno's research indicates the name change would help convince national advertisers and broadcasters that the Angels appeal to an audience across Southern California -- and to pay more for reaching that potential audience of 16 million.
Where did Tricky Arte perform this alleged research? Can we see some sort of chart, graph, or printout, please? That might help to cushion the blow. Arte Moreno did not make a fortune selling billboard space without having good business sense. I want to have faith in his guidance, but his latest move is so utterly asinine that I cannot bear the burden of patience.
I know I am both preaching to the choir and beating a dead horse simultaneously, yet I must ask, why would slapping "Los Angeles" onto the franchise make national advertisers forget that the team plays in Anaheim? Does he honestly believe that advertisers are going to blindly agree to pay more money in broadcast rights based solely on a ridiculous team name? I would think national advertisers would require hard demographic proof that the Angels reach this potential audience of 16 million before they pledge multi-millions themselves.
Just for the sake of argument, let's concede that they are that dumb, that they'll see the "Los Angeles" on the front end of the five-word team name and say "Hey, that's an LA team! They command LA dollars!" Doesn't the current swirl of media attention kind of ruin that charade? These past two days, everyone from Sporstcenter to The Pearly Gates is pointing and laughing at the Angels like they're a 4th-grade kid trying to pass off Payless Pro Wings as the new Air Jordans. Aren't the media and team executives pulling back the curtain on this 2nd rate slight of hand trick Arte is trying to pull? I mean, I can legally rename myself William Jefferson Clinton if I want to, but somebody's going to figure out I'm not the former President before they give me a book deal.
Here's a novel idea: instead of trying to fool advertisers into believing you appeal to a greater LA population of 16 million, why don't you work to actually appeal to those 16 million? Cutting corners and trying to cheat the people into believing this is their team will not accomplish that but, rather, will have an adverse effect. Continue to put a superior product on the field and the people of greater Los Angeles will come. Show advertisers demographic data proving that both LA and Orange Counties watch the team on TV and in person and you will have all you need to get the bigger contract. As an Angel fan of Glendale, I will gladly fill out whatever kind of demographic survey you need if it will help the team.
Arte, you bought the team and we held our collective breath. You cut beer prices and we raised an interested brow. You signed Bartolo Colon and Vladimir Guerrero and we exhaled an almighty Angel cheer. You had an identity of a fan-friendly owner who wanted to win. The team (finally) was beginning to establish an image as a perennial contender and a serious baseball club. By playing your foolish version of advertising Scrabble with the Angels' team name, you have changed your identity to that of an old-fashioned scam artist complete with pencil-thin mustache. And the team's role in the league to that of a laughingstock. As it would appear both last and least in your interests, we The Fans, wince as we remove the knife from our collective back.
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Moreno's research indicates the name change would help convince national advertisers and broadcasters that the Angels appeal to an audience across Southern California -- and to pay more for reaching that potential audience of 16 million.
Where did Tricky Arte perform this alleged research? Can we see some sort of chart, graph, or printout, please? That might help to cushion the blow. Arte Moreno did not make a fortune selling billboard space without having good business sense. I want to have faith in his guidance, but his latest move is so utterly asinine that I cannot bear the burden of patience.
I know I am both preaching to the choir and beating a dead horse simultaneously, yet I must ask, why would slapping "Los Angeles" onto the franchise make national advertisers forget that the team plays in Anaheim? Does he honestly believe that advertisers are going to blindly agree to pay more money in broadcast rights based solely on a ridiculous team name? I would think national advertisers would require hard demographic proof that the Angels reach this potential audience of 16 million before they pledge multi-millions themselves.
Just for the sake of argument, let's concede that they are that dumb, that they'll see the "Los Angeles" on the front end of the five-word team name and say "Hey, that's an LA team! They command LA dollars!" Doesn't the current swirl of media attention kind of ruin that charade? These past two days, everyone from Sporstcenter to The Pearly Gates is pointing and laughing at the Angels like they're a 4th-grade kid trying to pass off Payless Pro Wings as the new Air Jordans. Aren't the media and team executives pulling back the curtain on this 2nd rate slight of hand trick Arte is trying to pull? I mean, I can legally rename myself William Jefferson Clinton if I want to, but somebody's going to figure out I'm not the former President before they give me a book deal.
Here's a novel idea: instead of trying to fool advertisers into believing you appeal to a greater LA population of 16 million, why don't you work to actually appeal to those 16 million? Cutting corners and trying to cheat the people into believing this is their team will not accomplish that but, rather, will have an adverse effect. Continue to put a superior product on the field and the people of greater Los Angeles will come. Show advertisers demographic data proving that both LA and Orange Counties watch the team on TV and in person and you will have all you need to get the bigger contract. As an Angel fan of Glendale, I will gladly fill out whatever kind of demographic survey you need if it will help the team.
Arte, you bought the team and we held our collective breath. You cut beer prices and we raised an interested brow. You signed Bartolo Colon and Vladimir Guerrero and we exhaled an almighty Angel cheer. You had an identity of a fan-friendly owner who wanted to win. The team (finally) was beginning to establish an image as a perennial contender and a serious baseball club. By playing your foolish version of advertising Scrabble with the Angels' team name, you have changed your identity to that of an old-fashioned scam artist complete with pencil-thin mustache. And the team's role in the league to that of a laughingstock. As it would appear both last and least in your interests, we The Fans, wince as we remove the knife from our collective back.
# posted by j.h.k. @ 1:59 PM 
