Joe, in answer to your questions about the marketing value of things like the ESPN The Mag photos, along with the other things you mentioned, there is no simple answer. It’s impossible to QUANTIFY the results of anything you mentioned, although in my opinion that Yahoo Hottest poll was worth less than othing. It’s virtually meaningless. You might as well post photos of any three girls and ask people to select the one they think is the “best.”
For example, how many people voted in that poll? It might have been 37!
In days of yore I operated on the principal that there was no such thing as bad ink, there was only “no” ink. I no longer believe that because there are sites on the Internet that pose as news sites that are nothing more than gossip. But, if an unkind story or an embarrassing photo appears on one of those sites, some people will pay attention to it.
In the case of Ms. Force’s appearance in ESPN The Magazine, I can’t envision a single, long-term negative thing for drag racing. Her appearance is far more likely to drive spectators to the track rather than away from it. For those who deem that appearance trashy, they weren’t likely to come to the races regardless. I would be amazed, for example, if a single Nitromater poster were to state that he or she would no longer attend the races because of Courtney’s photos. And ya know what? Even if someone did say that I’d personally find it very difficult to believe. How serious could a fan be if the exposure of only some of Ms. Force’s body was enough to keep them from the track? Did people stay away after Mr. Force appeared in the Body Issue?
Every time a racer appears on a morning TV show, or does a radio interview, or sits for a newspaper story it has the potential to lure that viewer, listener or reader out to the track. If there were some way we could actually measure the results of those interviews we’d be America’s marketing geniuses, but there isn’t. We can only hope that every bit of exposure the racers and the public relations experts arrange has a positive result for drag racing.
Without media exposure no activity – including the NFL – can survive. Even with the games being televised and the stadiums full it’s the ancillary activities which drive the endeavor. Just think how many talk shows, anthology series or daily NFL-specific sports programs there are, and how many sports networks are battling to bring you that news. That’s what drives the NFL’s popularity.
If drag racing had the same kind of media support system we’d be a lot further ahead than we are, but the media isn’t infallible. IndyCar racing is the perfect example of where hype and history have overcome reality. Many of the NHRA race telecasts exceed the viewership of the IndyCar races, just as in some instances our live gate exceeds theirs, but guess what? The media PERCEPTION is that IndyCar is bigger than drag racing, so they get the newspaper stories and race reports on the sports shows, and we get nothing.
A more simplistic way of demonstrating the difference between drag racing and other forms of racing would be to ask you this question: If it was Danica Patrick appearing in The Mag, how much more national media attention would it have drawn in comparison to Courtney’s appearance?
Yeah, I don’t like the answer any more than you do.
See you on The Mountain, Big Guy!
Jon Asher
Senior Editor
CopetitionPlus.com