W M | l H v.3 !. “13.”, e (EQVQU :-N(‘§_;§OfOQ-A ’\ ‘mT‘EK-‘é 94.; .“&.3V 3\ La—‘{\"u .fl ‘1. a V o‘- ; '. ” ‘i‘itasis 45m ‘35:; £30ng a? =1. '4 A! . 4510 5; $.13?“ 54.41533" ‘31? L, ‘4: ‘s 23.3;7‘2’ 8.“; E ' -..'. ’e 553523333 :‘1. 3315‘4‘” your»; .5 a“ masts LIBRARY Michigan State University AN ANALYSIS OF THE QUALIFICATIONS OF MAJOR LEAGUE SPORTSCASTERS BV 0/ Harold H. Le Vay A THESIS Submitted to the College of Communication Arts of Michigan State University of Agriculture and Applied Science in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Speech 1956 A Ci'Ci‘I OZ'EF‘D Cri ”PEI TS The author wishes to express his sincere gratitude to Mr. David A. Smith under whose guidance, supervision and interest this study was undertaken. Grateful acknowledgment is also due to Dr. Max Nelson and Dr. Roger M. Busfield for their constructive suggestions which were instrumental in the completion of this study. _v__v.v_\I.~4.~I_.\I.V.V.V.V. I\ I\ I‘ II I\ I\ I\ I\ I‘ N ANALYSIS CF THE QUALIFICATIONS OF MAJOR LEAGUE SPCRTSCASTERS B‘y' Harold H. Le Vay AN ABSTRACT Submitted to the College of Communication Arts of Michigan State University of Agriculture and Applied Science in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Speech Year 1956 Approved 5?" 4% We. 7 V V ABSTRACT The purpose of this study was to determine the background and training of current Major Learue baseball sportscasters in order to indicate some of the characteristics necessary for success as sports- casters. The background and training of these sportscasters was determined through the use of a questionnaire mailed to the sports- casters currently involved in the broadcasting of Major League baseball. Information recarding those characteristics which are necessary for success as a sportscaster was obtained from the sportscasters, the 1 V presidents of the baseball teams an: tne spons rs 01 the broadcasts. \ Chapter One established a need for information regarding the preparation for a career as a sportscastor. A survey of radio text books produced evidence that sportscasting was being ignored as an important area of broadcasting. What information was available was often contradictory and of little benefit to any individual wishing to pursue a career in sports broadcasting. In Chapter Two the responses of the team.presidents were presented and analyzed. The basic question asked was: "If you were solely responsible for hiring the sportscaster to broadcast your team's games, what would you look for in the way of background, training d delivery?" Besides answering this question the presidents supplied the names of the sportscasters involved in the broadcasts of their team's baseball games, the sponsors of the broadcasts, and the advertising agencies which represent the sponsors. This information was necessary for the continuance of this study. Chapter Three contains the responses of the sponsors wno answered the sane basic question as the team presidents. In addition, they were asked: "How would you sugsest that a person best prepare himself for a career in sports broadcasting?" Chapter Four concerns the responses of the broadcasters who were asked the same two questions asked of the sponsors. The broadcasters were also asked to provide biographical information concerning their training and background leading to their present positions. This information made it possible for the author to indicate a "career pattern" for the current Major League baseball broadcasters. The final chapter is a summary of the study, plus several general conclusions based on the responses received from each of the three groups. CLAPTER Page I IB’YTRCDTCTI<1EIOOOOOOOCOOOOOOOOOOOOOOOOOOOOOOOO0..O0.0.000... l 1%IIImourldOOOOOO...000......O.OOOOOOOOOOOOOOOOOOOOOOOO. l MOSGOOOOOOOOOOCOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO. 1;. Procedure.............................................. 5 II RESE’ONJEB OF IlaJOR LEILGUE ~113EBAIJJ T.E."J."I PLESEENTS . . . . . . . . 22 III RESPCI‘ISES OF I-LLJCR LEAGUE EELS LBALL WAS-I SPOI‘JSGRS . . . . . . . . . . 27 IV RESPOI‘ISES OF FULJCR LBXGUE BASEBALL TI‘Y-J‘vi BliCiflJQ'LSTERS. . . . . . 32 V ST‘Z‘LLRY MID COI‘JCLUSIOI‘JS................................... 38 smna-T'EIOOOOOOOOOOCOOOOOOOCOOOOOOOOOOOOOOOOOOOOOOOOOOOOO 38 COHClqu—Ons.0.0.0.0000...OOOOOOOOOOOOOOOOOOOO...0...... ho BIBLIOGRJLlJIl-YOOOOOOOOOOOOOO...0000......OOOOOOOOOOOOOOOOO.0....0.. 2.13 CHAPTER I INTRODUCT CH Backa~ound In Jersey City, New Jersey, on the sweltering Saturday of July 2, 1921, Jack Dempsey, world's heavyweight champion, and Georges Carpentier, the European champion, were standing in opposite corners of the boxing ring. In a.minute, the bell would sound the start of the fight which became known as the "Battle of the Century." At ringside, Major J. Andrew White spoke into a telephone which was connected byJa special line to a radio transmitter. The first mass radio broadcast in history began. However, broadcasts to anall audiences had been accomplished prior to this time. Most of these broadcasts consisted of music provided by phonograph records. A broadcast of the Harding-Cox election returns had aroused some interest in radio. But the audience that awaited the broadcast that sticky after- noon numbered between 200,000 and 300,000, and it was located in some 200 theatres and lodge halls, ballrooms and barns, 1 from Maine to Florida and as far inland as western West Virginia. During the thirty—five years which have elapsed since this first sports broadcast, virtually every sport has been broadcast at least J. Andrew White, "The First Big Radio Broadcast," The Reader's Digest, LXVII (December, 1955), p. 82. once. The men responsible for these broadcasts have earned a place of great importance in the short but dynamic history of the broadcast industry. Today, more broadcast time is devoted to baseball than to any other sport. Eight hundred-seventy radio stations in the United States carry baseball broadcasts which range from the Major League category to the 11' diner League category which is known as "Class A." When we also con- .1. sider the fact that there are twenty-seven leagues comprised of 198 teams at the "Class B-" or below level, it would seem valid to assume that approximately 1,000 radio stations in the United States broadcast I 2 I O .L. U V . profe381onal baseball. That conStituues about one—third of the total number of stations in the nation. E. P. J. Shurick explains the impact of radio upon the sports fans as follows: The mighty Casey may have struck out that eventful day, but there's joy again in Hudville for mighty broadcasting is at bat. Ten thousand eyes were on Casey when he went down swinging. Today there would be grief in a million homes. Radio's greatest attribute is on—the-spot coverage of an event as it actually occurs. Therefore, it seems only natural that sports should occupy such a large percentage of broadcast time. Although sports broadcasting is almost as old as radio itself, little attention has been paid to the problem of teaching beginning Harmon Narhs, "Radio and Television Coverage of Professional Baseball," (unpublished Master's thesis, Ohio State University, lQSh), p. 22. 3 E. P. J. Shurick. First Quarter Century of American Broadcasting, (Kansas City: Midland Publishing Company, lghé), p. 112. sportscasters those principles and techniques which have proved success- ful for the sportscasters who are already in this field. College students have the opportunity to learn terminology and the accepted procedures applicable to radio drama, news writing and presentation and musical programs. In most colleges an effort is made to enable students of radio to actually participate in such broadcasts. But in the field of sportscasting, such teachings and practices have been almost completely ignored. Therefore, even college graduates who enter the field of sports broadcasting hare had to "feel their way" in the preparation and presentation of such broadcasts. Thus, a student who contemplates a career 'n sports broadcasting has been forced to depend upon his own observations as a listener in determining what constitutes an acceptable sports broadcasting technique. The radio text books which extensively examine the principles of radio engineering, radio dramatics, program production and direction, bypass the field of sports broadcasting with a simple mention of the fact that the field does exist. Some text books offer a brief discussion of the difficulties involved in presenting a good sports broadcast. iiis writerznade a survey of broadcasting text books, and it dis- closed much contradictory material pertaining to the preparation necessary for a career in sportscasting. waldo Abbot presents one of these contradictions: There has been an idea that the sports announcer should be an athlete who has participated in the sport he is describing. One of the outstanding professional football players of the day has expressed a desire for a college-trained football man to announce prograns; on the other hand, a famous coach says 11 that it is dangerous for the sports announcer to have too much knowledge about the game because he is inclined to get ahead of the play, and, stead of talking to the average fan, give a more technical e::planatipn which miuh be understandable only to a football player.‘ A sports announcer is a reporter. One of the long accepted qual1- fications of a reporter is objectivity. However, concerning his, Mitchell V. Charnley says: "Sports fans like their news hot. They like it partisa.." when confronted with co.flicting points of view, the beginning sportscaster will find it difficult to decice which course of action will best prepare him for his career. Purpose The purpose of this study was to determine the background and training of current Ilajor League baseball sportscasters in order to indicate some of the characteristics necessary for success as a sports- caster. The term "background" as used in this sturv refers to those experi- ences, either in professional radio or some other line of endeavor, which contributed to the success of sportscasters. The term "training" as used in this studv re rs to those ac tiviti'm en qaged in by the sportscaster with the purposeful intention of be' Ute“ r preparing himself for the sportscasting prof ssion. Formal education is included in this term. ! Waldo ‘bbot. IIandbook of Broadc ma ting, (New York: HcGraw-Hill Company, 1950), p. 109. [J 2'Nitchell V. Charnley. Net Us By Radio, (New York: Nacmillan Company, 191133) , p o 241—). The author, in selecting the sample for the survey, felt that a universe composed of Major League radio sportscasters would represent .1. the sportscasting field for two reasons. rirst, as was previously stated, more broadcast time is WVOth to baseball th 1am to anv other sport. Therefore, the men responsible for these broadcasts seemed to be those most important to the sportscasting field. Second, the majority of the Najor League sportscasters are also involved in the broadcast of other sports during the months when base ball is not played. Other than the Major League sportscasters, the universe for this study consisted of the presidents of the Major League baseball teams, and the sponsors of Hajor Learue baseb Al broadcasts. In making this survey, answers to the following general questions were sought 1. If the presidm nts of the hajor Lea "ue base all tea ns were solely responsible for hiring a Lajor League sportscaster, what would thev look for in regs a to background, train- ing and delivery? 2. f the sponsors were solely responsible for hiring Uajor League sportscaster, what would they look for in regard to baC1ground, training and delivery? 3. In the opinion of the sport scaster r, what would be the best means for an individual to prepare himself for a high position in the sportscastin;; field? Procedure The survey was conducted entirely by mdil. Because of this, extreme care was taken to see that all statements in the questionnaire were as clear and concise as possible. The questionnaire was then 11imeographed, and a copy, accompanied by a eel-self-ac ssed envelope and a letter of explanation was 6 sent to each of the presidents, the sponsors and the sportscasters. In some instances, follow- p letters and ouestionnaires were necessary for those individuals who did not respond to the first inquiry. Copies of the questionnaire, the letters of explanation, the follow-up letters, and a list of the universe appear on pages seven through twenty—one. DIRECTORY OF MAJOR LEAGUE BASEBALL "3AM PEESIDEITS Naue Efigg Ir. James {eelty Baltimore Orioles Ila Thomas A. Yawkey Boston Red Sox Hr. Walter F. C'Halley Brooklyn Dodgers Mr. Philip K. Wrigley Gricafo Cubs Hrs. Grace R. Coniskey Chicago White Sex Kr. Powel Crosley, Jr. Cincinnati Redlegs Kr. Myron H. Wilson, Jr. . Cleveland Indians Mr. Walter C. Briggs, Jr. Detroit ligers hr. Arnold Johnson Kansas City Athletics Hr. Louis R. Perini Kilwaukee Braves Kr. Horace C. Stoneham New York Giants Mr. Daniel n. Topping New York Yankees hr. Del B. Webb New York Yankees Dr. Robert R. h. Carpenter, Jr. Philadelphia Phillies IL. John'fi. Calbreath Pittsburgh Pirates Hr. August A. Busch, Jr. at. Louis Cardinals nn ' .LY Mr. Calvin R. Gri111cn Hashington Nationals THII‘ T I"VETER ACCCICPMIITD FA Ch PRES Bil T ' ‘3 QUESTICT‘U‘TJLII E: t we in the College of Communication Arts at Michigan State University feel that the announcer who brings Major League baseball to the publi is as important to these people as the star of the team. It, there- fore, seems correct to assume that proper training for the broadcaster is as important to his success as good Minor League training is to the ball player. ‘Ue are conducting a survey, one aspect of which deals with the back- ground and raining of Major League sports broadcasters. This survey will be conducted among the broadcasters, the sponsors and the presi- dents ef the Major League tears. The president of a team is, of course, vitally interested in the individual who is to carry the news of his team to the public. Since you are a very important member of this group, it is essential to the success of this survey that we have your responses to the few short questions we have prepared and have included with this letoer. You may be sure that your responses will be kept in the strictest confidence. We Will be hi3. ~77- if V'OU. l” ibh to send v01.]. 3. CODY Of the results 0.1. .L c. , d , J J. 1 thlS Survey“. Sincerely yours, \O MJUR I 4CU? PRfi 3IDEHTS' RES_OR3F 3 CCE‘ CRRY_nG SPORTSCF S JuiS If you were solely responsible for hiring the sportscaster to broadcast your tea .n' 3 games, what would you look for in the way of: BACK RCT"D (experience, education, etc.) DEL DIJRY (style, speech, etc.) .1. what sportscaster(s) broadcast your team's games? Play-by-play: Color: What product(s) sponsor your team's games? that ajency represents the spens or(s )? Who is the sponsor or agency representative in charge? ,__,..‘. 'rh -—w—' Your name: Your team: Your position: Check here if you would like a copy of the results of this survey Any additional comments you may have will be greatly appreciated. Please use the reverse side of this questionnaire. 1 s FOLLozi-UP LETTER 1:13 SEIIT To ALL 1-11.:1011 111111111: BASEBALL TEJI E:~311331'T~ 2:110 DID NOT aspen To 11:11 (11113131110111 : Dear Mr we wrote to you a couple of weeks ago in regard to a research project which we are working on. This project concerns those factors which might possibly constitute success In the area of sportscasting. We realize that the first let er may'not ha “re reachei you, or that it ray have been misplaced. Consequently, we have enclosed another copy of the questionnaire which was originally sent. Responses from the other teams lave been excellent and we are anxious to include your lesponses. V_ He hope that you will be able to share 11ith us the benefit of your opinions in this very important area of sportsce sting. Realizing how busy you must be, this questionnaire has been made as brief as possible. we trust that you 1ill return the questionnaire at your earliest possible convenience. z; '7} :1 1.1. 1.4 1.: O“ (D B: U py, if you wish, to send you a c0py of the results of Tianking you in a1Jance for your cooperation, I remain, Sincerely yours, ’7" '3 CF SPC“3’73 CF HnJCR Mai 91.. W. B. Donor and Co. (Baltimore) Cunnin 15h am and fall sh Baton, Barton, Durston and Osborn Korey, Humm and Johnstone McCann and Erickson Cordon Best and Company Fidland Advertising Company Lang, Fisher and Stashower Fuller, Smith and R005 W. B. Doner and Co. (Detroit) Hajestic Advertising agency hathisson and Associates Warwick and Legler William Esty Company N. W. Ayer and Sons, Inc. lIECTCRY CF ADJE ZZTIWSZI [11GB 13IF3 ll .3. "1.811 12.14.33.141 TE ACCFUIITS TT U1 J-JI31A‘ JJJJ Tear Dal imore Crioles and Washington Nationals Boston Red Sox Brooklyn Dodgers Chicago Cubs Chicago Cubs Chicago White Sox Cincinnati Redlegs Cleveland Indians Cleveland Indians Detroit Tigers Kansas City Athletics Milwaukee Braves New York Giants New York Yankees Philadelphia Phillies, Pittsburgh Pirates and Boston Red Sox 12 THIS LETTER ACCCMPaNIED EACB SPCNSCR'S QUBSTICNNaIRE: Dear I‘ir. we in the College of Communication Arts at hichigan State University feel that the announcer who brings Major League baseball to the public is as important to these people as the star of the teat. It, therefore, seens correct to assume that prOper training for the broadcaster is as important to his success as good Minor League training is to the ball player. We are conducting a survey, one aspect of which deals with the back- ground and training of Major League sportscasters. This survey will be conducted among the broadcasters, the sponsors and the presidents of the Kajor League teams. Since it is you, the sponsor, who makes their broadcasts possible, no one is more concerned with the selection of the broadcaster. Because of your great importance in this area, we feel that our survey would be incomplete without your answers to the few short questions we have pre— pared and have included with this letter. You may be sure that your answers will be kept in the strictest confidence. we will be happy, if you wish, to send you a copy of the results of this survey. Sincerely yours, 13 119.10? 1:1 CUE SPCIISi as! asset-1211:2113 CC11-_.~1.11'G SP 31133011311213 If you were solely responsilxle for hiring the sr ortscaster to broadcast hajor League baseball, what would you look for in the wa, of BJC'CEC IID (experience, education, etc.) DBLIVT RY (stmrl speech, (9 (‘4 O v How would you sugggest an individual best prepare himself for a career in sports broaclc astin5? For which team do you write comrcrcials? How long have you written for this teat? Your name: Agency: Your position: Check here if you would like a copy of the results of this survey Any additional comments you may ha'e will be greatly appreciated. Please use the reverse side of this questionnaire. 1h TFIS FOLLC fléUP LTWT JR JAB S WIT TO ALL ATVERTIDING AGENCb F‘” UKICH DID NCT RESPCIID TC ThE ‘UDDTICNnAIRE: Dear Mr. we wrote to you a couple of weeks ago in regard to a research project which w, are working on. This study concerns those factors which might possibly constitute success in the area of sportscasting. we realize that the first letter may not have reached you, or that it r.wy'haye been misplaced. Consequently, we have enclosed another copy of the Questionnaire which was ori5inally sent. Responses from the othe er sponsors have been er cellent and we are anxious to include your responses. we hope that you will be able to share with us the benefit of your opinions in this very important area of sportscasting. Realizing how busy you must be, this questionnaire has been made as brief as possible. we trust that you will return the questionnaire at your earliest possible convenience. we will be happy, if you wish, to send you a COpy of the results of this survey. Thanking you in ad vance for your cooperation, I remain, Sincerely yours, DIRECTORY OF MAJOR LWAGUE BASEBALL BROADCASTELS Name Mr. Mr. Mr. Mr. Hr. MI‘ 0 Mr. "‘. .T A: $1 :4 r--a '1 0 Mr. III. 0 NI“ 0 Gr. x 1'11“ 0 Mr. Ernie Harwell Charles Thompson Bailey Gross Curt Gowdy Bob Murphy Vince Scully Al Helfer Connie Desmond Gene Elston Jack Quinlan Bob Elson Don wells Haite C. Hoyt Jack'Moran J immr Dudley Tom Manning Van Patrick Mel Ott Merle Harmon Larry Ray Russ Hodges Robert De Laney Team Baltimore Orioles Baltimore Orioles Baltimore Orioles Boston Red Sox Boston Red Sox Brooklyn Dodgers Brooklyn Dodgers Brooklyn Dodgers Chicago Cubs Cubs. ' Chica5o White Sox Chicago White Sox Cincinnati Redlegs- Cincinnati Redlegs_ Cleveland Indians Cleveland Indians Detroit Tigers Detroit Tigers Kansas City Athletics Kansas City Athletics Giants New York New York Giants DIRECTORY CF SPCRTSCASTERS (cont'd.) Name 23. Mr. 2h. Mr. 25. Mr. 26. Mr. 27. Mr. 28. Mr. 29. Mr. 30 0 NI“ 0 38 0 III. 0 Mel Allen Jim woods Walter "Red" Barber Claude Haring Gene Kelly Byrum Saam Bob Prince Dick Binghan Harry Caray . Jack Buck Joe Garagiola Bob Nelff Arch McDonald Rex Barney Bob Neal Art Gleason lé Temn New York Yankees New York Yankees New York Yankees Philadelphia Phillies Philadelphia Phillies Philadelphia Phillies Pittsburgh Pirates Pittsburgh Pirates St. Louis Cardinals St. Louis Cardinals St. Louis Cardinals washington Nationals washington Nationals Mutual Broadcasting System Mutual Broadcasting System Nutual Broadcasting System 17 THIS LTTTER ACCOMPnNIZD EACH SPORTSCASTER'S QUESTICNLAIRE: De 8.1“ 241‘ 0 we in the College of Communication Arts at Michigan State University feel that the announcer who brings Major League baseball to the public is as important to these people as the star of the team. It, therefore, seems correct to assume that proper training for the broadcaster is as important to his success as good Minor League trainirg is to the ball player. we are conducting a survey, one aspect of which deals with the back— ground and training of Major League sportscasters. This survey will be conducted among the broadcasters, the sponsors and the presidents of the Iajor League teams. Of those to be surveyed, the group of uppermost concern to us will be the sportscasters. It is our opinion that a study of your responses will help us to understand a few of the elements which mark the successful sportscaster. Since you are such an important member of this group, your responses to the few short questions we have included with this letter loom as being very important to the completion of this study. You may be sure that your responses will be kept in the strictest confidence. we will be happy, if you wish, to send you a copy of the results of this survey. Sincerely yours, O L) SPORTSCASTERS' QUESTIUNFAIRE I. JOB EXPERIENCE Please number those jobs listed below in the order in which you held them. Allow "1" to stand for the first job, "2" for the second, and- so on. Blank spaces are provided for those jobs outside the broad- casting industry or not otherwise listed. Under length of employment please circle number of years applicable. If it is more than ten years, please write the number in blank provided at right. 31913 muons) CF 1:91:0an LENGTH 01? FMPLCYTCr 1': STATION 11" ‘morn___ 1 2 3 u 5 6 7 8 9 10 __ moses}? DIRECTOR__ 1 2 3 11 5 6 7 8 9 1o __ SAIESEL—dJ __ - 1 2 3 11 S 6 7 8 9 1o __ ENGINEER __ ‘ 123h5678910__ ammonia __ 123h567891o__ DIRECTCR __ 123h567891o__ 11.0. __ 123115678910__ ACTOR mama)“ 1 2 3 1;. 5 6 7 o 9 1o __ ACTOR(RADIO)___ 123b567891o___ 1115;15chst __ 1 2 3 h f 6 7 8 9 1o __ SPORTSCASTER ____ 1 2 3 h S 6 7 8 9 10 __ STAFF mmomcam___ 1 2 3 b S 6 7 8 9 10 __ 1 2 3 h S 6 8 9 1o __ 1231156'7891C'__ 123b567891o__ 1232475678910__ 123l1567891o_ 1- 2 3 L: 5 6 7 3 9 lO 00111-13sz 19 II. FORMAL EDUCATION Indicate with a check, the highest level of formal education completed and the degree received. GRADE SCHOOL HIGH SCHOOL___ COLLEGE: NUMBER OF YEARS HIGHEST DEGREE RECEIVED that was your major subject of study? What was your minor subject of study? If not your major or minor subject of study, did you have any radio experience during your school years? If "yes" please explain What, if any, extra curricular activity in which you participated do you feel influenced your career as a sportscaster? III. GEN QAL BACKGROUND At what stage in your career did you first seriously consider sports- casting as a career? Which, if any, single factor do you feel enabled you to obtain your present position? What factors, not previously indicated, do you feel helped to shape your sportscasting career? 20 In your opinion, what would be the best way for an individual to prepare himself for a high position in the sportscasting field? IV. BIOGRAPHY Your name: Age: Place of birth: How long have you been employed at your present position? How long have you been broadcasting Major League Baseball? Do you do mostly: Play—by-play Color Equal amount of each What sports, other than baseball, do you broadcast? ADDITIONAL CCMNENTS: Check here if you would like a copy of the results of this survey 21 THIS FOLLOWFUP LETTER WAS SENT TO ALL MAJOR LEAGUE SrORTSOASTERS WHO DID NOT RESPOND TO THE QUESTIONNAIRE: Dear Mr. we wrote to you a couple of weeks ago in regard to a research project which we are working on. This study concerns those factors which might possibly constitute success in the area of sportscasting. We realize that the first letter may not have reached you, or that it may have been misplaced. Consequently, we have enclosed another copy of the questionnaire which was originally sent. Responses from the other sportscasters have been excellent and we are anxious to include your responses. we hope that you will be able to share with us the benefit of your opinion in this very important area of sportscasting. Realizing how busy you must be, this questionnaire has been made as brief as possible. we trust that you will return the questionnaire at your earliest possible convenience. we will be happy, if you wish, to send you a copy of the results of this survey. Thanking you in advance for your cooperation, I remain, Sincerely yours, GMPTMTII RESPONSES OF MAJOR LEAGUE BASEBALL TEAM PRESIDENTS There are sixteen Major League baseball teams. There are, however, seventeen presidents of these Major League teams. This is attributed to the fact that the New York Yankees are owned by two gentlemen who are co-presidents. A response was received from each of the presidents or from their representatives. From these responses the author was able to acquire the names of the sportscasters who are involved in the broadcasting of Major League baseball. It was also possible to determine the sponsors of each team's ball gmnes, d the advertising agency which handles the sponsor's account. This information was necessary since this study deals with the responses of the sponsors and broadcasters as well as those of the team presidents. The remainder of the president's questionnaire was devoted to answering the basic question: "If you were solely responsible for hiring the sportscaster to broadcast your team's games, what would you look for in the way of background, training and delivery?" With regard to background d training, the majority of the presi- dents expressed a desire for broadcasters who have had considerable experience in the broadcasting of Minor League baseball. These presidents felt that Minor League broadcasting experience is as important to the broadcaster as playing experience is to the ball player. 23 With a few exceptions, all of the presidents felt that a college education was not only an asset, but a necessity. The major fields of study most frequently mentioned were English, Speech and Journalism. The Speech courses deemed most important were those in the area of Public Speaking. Each president felt, however, that these courses should be combined with a good liberal arts background including as many areas of study as possible. Major League team presidents expreSsed a unanimous belief that a thorough knowledge of baseball was an essential ingredient in the back- ground of a sportscaster. This thorough knowledge of baseball does not simply imply that the sportscaster must know all the rules of the game. That is only a small part of what is meant by a "thorough knowledge." According to Mr. H. M. Sisson, Business Manager of the Detroit Tigers: "The broadcaster must understand the problems of players, managers and umpires, established both on and off the field." An additional characteristic which must be possessed by the sports- caster in order to have a thorough knowledge of baseball is the ability to analyze situations as they arise. The presidents believed that merely reporting events is not enough. The broadcaster must be able to explain what has transpired in terms which are understandable to the average fan. The term "thorough knowledge" which the author has just discussed, is not necessarily possessed by those persons who are often referred l H. M. Sisson, personal letter, November 25, 1955. 2h to as "experts." Mr. Philip H. Erbes, Jr., speaking for President Philip K. wrigley of the Chicago Cubs, explains it this way: There is one major qualification which Mr. wrigley feels is extremely important in a sportscaster. This is that the sportscaster should not be a baseball "expert." The so- called expert tends to use a jargon that only the dyed—in- the-wool baseball fans understand, (terms like "died on third," "portsider," "in the hole," "clotnesliner," etc.). The whole point of permitting radio and television broad- casts of the games, in Wrigley's view, is to create interest in baseball among the non-fans, and thereby turn them into prospects for coming out to the park to see the game live. Therefore, a sportscaster with the vocabulary and viewpoint of the average citizen who doesn't know too much about baseball, is more apt to be listened to by the people we want to reach. Mr. James Keelty, Jr., President of the Baltimore Orioles, presented the following three attributes which he felt must be possessed by the sportscaster: l. Intimate knowledge of baseball, combines with ability to present this knowledge pleasantly and intelligently. 2. Industriousness which would prompt him to keep pace with all new developments in baseball. 3. Accurateness so that the listeners may gain a respe t for his reliability and place their confidence in him. In discussing the sportscaster's delivery, the presidents indi- cated they realize that the delivery varies with the individual, and that sportscasters with many different styles of delivery have been suggessful. However, there are some general characteristics of delivery which each president desired. 2 Philip H. Erbes, Jr., personal letter, November 27, 1955. James Keelty, Jr., personal letter, December 1, I955. R) \JL M . John W. Galbreath, President of the Pittsburgh Pirates, believes: "The personality inherent in a man's voice, and the in- h telligent manner in which he uses it are exceedingly important." To this, Mr. Sisson adds: "A good sportscaster must have the ability to vividly describe a highly exciting play without either "jumping t "s . through the mike," or being too complacen The majority of Kajor League team presidents preferred the "conservative style" of broadcasting as contrasted to the "flamboyant, excitable style" which some of the broadcasters employ. A pleasant voice was desired of the baseball sportscasters by all of the team presidents. "A good, natural voice which doesn't wear on the listening audience,"6 is the way Mr. Charles A. Comiskey, President of the Chicago White Sox, expresses his desires concerning a broad- caster's vocal quality. Therefore, in the eyes of the presidents of the Major League base- ball teams, a sportscaster should possess a liberal arts college education, a pleasant voice, and most important, a thorough knowledge of the sport that he is broadcasting. The sportscaster must be able to understand and anticipate all of the situations which might arise during a ball game, and present these situations in such a manner that it will be easily understandable to the average fan. John W. Galbreath, personal letter, November 26, 1955. Sisson, letter. O\\fl£”* Charles A. Comiskey, personal letter, November 25, 1955. 26 The sportscaster must remember that a team president permits his team's games to be broadcast because he wishes to interest more people in attending the ball games. This goal will not be reached if the sportscaster speaks in terms which can only be understood by those persons who are already devoted fans. CHAPTER III RESPOE‘ISE‘S OF I-IaJOR LEAGUE BASEBALL TEAM SPONSORS The broadcasts of the games of the sixteen Major League baseball teams are sponsored by thirty advertisers. These thirty advertisers are, in turn, represented by sixteen advertising agencies. A response was received from each of these sixteen advertising agencies. It is only by coincidence that there are sixteen Major League baseball teams and sixteen advertising agencies representing the thirty sponsors. Some teams have more than one advertising agency responsible for the production of their broadcasts. In other cases, some agencies are responsible for more than one team's broadcasts. There are seven teams in the Major Leagues whose broadcasts are sponsored by only one product. There are four teams which have two sponsors sharing the broadcasts. The remaining five teams have three sponsors sharing the broadcasts. The product which is most advertised on Hajor League baseball broadcasts is beer. Thirteen Major League teams are sponsored entirely or partly by a brewery. Various types of gasoline refineries participate in the sponsoring of broadcasts of eight tewus' gmnes. Cigarette manu- facturers sponsor the broadcasts of three teams' games. Banks take part in the sponsoring of broadcasts of two teams' games. A cigar company and a bakery each sponsor one team's broadcasts. 27 Personnel of the advertising agencies representing the sponsors were asked two basic questions. One of these questions was the same as that asked of the team presidents: "If you were solely responsible for hiring the sportscaster to broadcast Major League baseball, what would you look for in the way of background, training and delivery?" The other question was: "How would you suggest that a person best prepare himself for a career in sports broadcasting?" Concerning the first question, most of the advertising agencies' representatives expressed opinions only slightly different from those expressed by the team presidents. P1" . Lne sponsors seem to place more emphasis on the practical experience .. of the broadcaster, and less emphasis on the educational background. Mr. Les Quailey of the N. W} Ayer and Son advertising agency expressed such an opinion when he said: College education is desirable but not necessary. What is necessary is experience in almost all phases of radio, (studio work, handling of commercial copy and general work- ing knowledge of a radio station), plus some Minor League baseball broadcasting experience. at present, there are so many prospects that a selection can be made from a large number of candidates. Baseball broadcasting is an around the clock job: maintaining statistics, appearances at luncheons, etc. Although Mr. Quailey does not consider a college education a necessity, Mr. Alvin B. Fisher of Lang, Fisher and Stashower advertising agency does consider it essential: we try to find a.man with complete knowledge of the game. This includes rule-book knowledge. A good past record of Les Quailey, personal letter, January 16, 1956. 29 Major League sportscasting is usually desirable, but not essential. A good education is essential since it gives the sportscaster command of a larger vocabulary and an ability to be more articulate. we like a man who is sold on sports. This usually provides the sort of healthy enthusiasm that will add to the presentation. Among the sponsors' representatives who believed that a college education is important, the major fields of study which were suggested included English, Speech, Dramatics and Journalimn. It was apparent, however, that the sponsors' representati es believed that there is no substitute for experience. With regard to the style of delivery which they prefer, the sponsors' representatives were very much in agreement with the Major League team. I presidents. Mr. Fisher expressed the general sentiments of the group when he said: we like our sportscaster to be a reporter. In other words, we want him to give his audience a clear, intelligent, well- organized report of action on the field. we don't want him to editorialize since it is our View that, while his opinion may be in harmony with many in the audience, there still will be many who may disagree with his point of view. Therefore, only on rare occasions do we approve of anything other than straight reporting. While the style and speech of an individual will, undoubtedly, play a part in his success, we have no ground rules which require hewing of a certain line in the style of delivery. These sponsors' representatives realize, as do the team presidents, 4- _ .0 r1 7 1 o '\ _r_\ that various styles of eeliVery have proved SUCCESSlUl and, therefore, they do not dictate the type of voice which an announcer must possess. They believe that an announcer must be a gregarious person. Otherwise Alvin B. Fisher, personal letter, January 16, 1956. 3 Ibid. he will be unable to st y abreast of the salient facts concerning the teams and their personnel. It became apparent to the author that the sponsors are not dog- matic with regr d to those characteristics of delivery which the sports announcer must possess. They are unanimous, however, in presenting those characteristics which they do not want their sports announcer to possess. These characteristics were vividly presented by Kr. Cy Mann of the William Esty advertising agency: Although diction and pace are terribly important, some chaps, (now gone from the scene), wound up screaming inaudibly on an exciting play. This confuses the fan, frustrates his inability to follow the play since he can not understand the announcer. It doesn't hurt for the broadcaster to be a fan, but not to the extent that the cry of "favoritism" is raised. This will disturb the sponsor who is very sensative to fan mail.4 With regard to the second basic question: "How would you suggest that a person best prepare himself for a career in sportscasting?" there seemed to be complete unanimity. All of the sponsors' repre- sentatives agreed with Mr. Early Bailey of the Cunningham and'Walsh advertising agency who said: Learn one sport thoroughly. Then practice with a tape re- corder doing actual play-by-play accounts of the sport. Study each tape for dead spots, errors in fact, flustering at key moments, etc. Only in this way can the essential f exibility and presence of mind be acquired. In passing, I might add that a man with a good recording of action p1 y- by—play is in a better position when looking fer a job than one with an imposing list of credits on paper.9 M Cy Mann, personal letter, January 18, 1956. g I Harry Bai ei, personal letter, January 20, 1956. While all of the sponsors' representatives agreed with this statement, there were several other important suggestions. One of these suggestions was presented by Mr. Edward G. Ball of hathisson and Associates advertising agency: A sportscaster must become a student of sports, and, most important of all, he must read! Read anything and everything, but read. Reading builds t2e vocabulary and ability to use good descriptive phrasings.- Although the sponsors' representatives apparently do not feel that a college education is necessary for success as a sportscaster, they do present many characteristics which can be most easily acquired from a college education. To summarize the opinions of the sponsors' representatives, the author needs only to present the four points which were listed by mr. Fisher: 1. Cultivate and study the game in which he is interested. 2. Learn all there is to know about it, past and present. 3. Listen to as many sportscasters as possible. 7 h. Practice, practice, practice. 6’ Edward G. Ball, personal letter, January 19, 1956. Fisher, letter. RESPONSES OF HAJLn LEAGUE BASEBALL LAM BROADCASTERS There are thirty-eight broadcasters involved in the broadcasting of the games of the sixteen Kajor eague baseball teams. A response was received from each of these thirty-eight broadcasters. The questionnaire sent to the broadcasters was more extensive than the ones sent to the presidents and the sponsors' representatives. This was because biographical information was requested of the sports- casters. lhe one basic question which appeared in the questionnaires for the sponsors' representatives and the sportscasters was: "How would you suggest that a person est prepare himself for a career in sports broadcasting?" The biographical information revealed that the average age of the Major League baseball broadcaster is thirty—seven years. On the average, he has been broadcasting Major League baseball for nine years. With regard to the educational background of the Major League sportscasters, three had attended high school but had not graduated. Fourteen of the broadcasters were high school graduates. Six had attended college but had not graduated. Fourteen had graduated from college. One Major League broadcaster had completed graduate work and had received a Master of Arts degree. The major subject of study which were most often mentioned by those Major League broadcasters who attended college were, English, Speech LL) Lo and Journalism. A combination of two of these subjects appeared quite frequently, usually Journalism and Speech, with the third subject serving as the minor area of study. The careers of most of the Major League sportscasters began with a position as a staff announcer at a small radio station, usually in the area of the United States where they lived and attended school. The majority of the sportscasters entered sports broadcasting from .9 ... these general staf' announcer positions. Several sportscasters also occupied a position of newscaster earlier in their careers. Cthhr positions such as station manager, program director and salesman were .mentioned in a few instances. The most unusual of the sportscasters with regard to background, was Bob Neal of the Mutual Broadcasting System. Neal has a Master of Arts degree and he began his career as an opera singer. He is also the only Major League broadcaster born outside of the United States. He was born in Timmins, Ontario, Canada. During their high school and college years, the two extra-curricular activities which seemed most important to these broadcasters were personal participation in sports and public speaking. These two factors appeared more often than did any mention of extra—curricular radio broadcasting activities. The first question the author asked concerning the general back- ground of the Major League sportscasters was: "At what stage in your career did you first seriously consider sportscasting as a career?" The responses generally indicated that most of these sportscasters had 1 planned their careers long before they actually entered the broadcast- ing field. Some of the respondents indicated that they "drifted into" the area of sports without planning it. This, however, was not a comnon occurrence. The sportscasters were unanimously in agreement in their answer to the question: "Hhich single factor do you feel enabled you to obtain your present position?" This factor was the ability to "ad lib" based upon a knowledge of sports. Another factor which was mentioned by several sportscasters was "good fortune." The author believes this must be taken into account when considering success in any e.deavor. When they were asked about other factors which influenced their careers, the sportscasters' responses covered three areas. Mr. Real expressed the sentiments of the majority of the sportscasters when he listed: "The basic desire to descri e a sporting event to the public in a dramatic and factual manner."l Mr. Bob DeLaney who broadcasts the baseball games of the New York Giants added this factor: "An avid interest in baseball plus the asset of having a good radio voice and the ability to do commercials in a better than average manner." The third factor concerns an aspect of the broadcasting industry which is not well known to those persons outside of the industry. It was presented by Kr. Merle Harmon who broadcasts the games of the Kansas City Athletics: l v—’ Bob Neal, personal letter, January 9, 19:6. 2Bob DeLaney, personal letter, January l3, 1956. The cooperation of coaches, sports authorities and station managers. You can have all of the energy in the world, but if the station manager will not back you and suffer with you until you can develop a sound sports program for the station, you are "dead."j The final question involving the Major League sportscasters was: "How would you surgest that a person best prepare himself for a career or in sports broadcasting?" Although.the answers to this question followed the same general pattern, the emphases were placed in different areas. Mr. Don wells, who broadcasts for the Chicag white Sex, said: Nothing is more important than a good ducation. Journ lism was ideal for me since I have to write so much of my own copy. An education develops alertness and memory. Be prepared for a lot of hard work, horrible hours, and, at the start, not much money."-1 Hr. Harmon put somewhat less emphasis on education in this state- ment: Study athletics. Take a coaching course in school. Under- stand the game and the fine points. Know the rules. Talk the game. People will think you don't know anything but‘ sports, but sports is your livelihood. Develop a sports library. Do as much play-by—play as possible. Make tape recordings of your broadcasts. Listen to the tapes to recognize the mistakes. Always be ready to accept construc- tive criticism. If a person has time to offer you criticism in a helpful manner, you have time to listen. Become an authority, but don't tell people you're an authority. If you're authoritative, they will recognize it. Leave the coaching to the coaches, the managing to the managers. You are a reporter.5 I A J" _ ,, Merle Harmon, personal letter, January 9, l;5e. I " '1 1 '\ L'Don Neils, personal letter, February 2), 1956. I : ”Harmon, letter. Mr. Waite C. Hoyt, who is a sportscaster for the Cincinnati Redlegs and an ex-hajor League ball player, doesn't mention education. He said: Knowledge of subject is most essential. It is real y more important than voice quality and diction. Diction can be important, but not necessarily so if grammar is good. I would recommend a position with a anall station to learn all phases of the radio industry.‘ Mr. DeLaney combined the three preceding opinions when he said: Get all the education possible. Then get a job somewhere that offers an opportunity to do sports. Learn not only how to do play—by-play, but learn to read commercials well. Listen to sportscasters who you think are good and pick up techniques. However, develop an individual style. Do not copy.7 A survey of the responses of the sportscasters indicated to the author that there was more agreement among the sportscasters themselves than among either the team presidents or the sponsors' representatives. The majority of the sportscasters believed that a college education is more than "an asset." They feel that it is a necessity. iowever, they believed nothing will substitute for practical experience. All of the sportscasters mentioned that experience at a small station is essential before any attempt at "big city" broadcasting should be made. The Major League sportscasters seemed most aware of those "indefinable character- istics" which are possessed by the successful sportscaster. Mr. Hoyt most vividly stated this belief: 6 Naite C. Hoyt, personal letter, February 7, l956. DeLaney, letter. 37 The human factor of personal salesmanship (influence, extre- version, psychology, philOSOphy, understanding public reaction), and sports instinct all play important roles. This may fall into the catagory of experience, but it is my belief that it adds up to a.hi{h.station in sports broadcasting.8 (W o Hoyt, letter. SUEEL‘RY 1WD CONCLUSIONS Su‘: ‘le ary Although sports broadcasting is as old as radio itself, little attention has been given to the training of individuals wao wish to become sports broadcasters. The radio text books which examine many areas of broadcasting, either ignore sportscasting completely or merely acknowledge the fact that it does exist. The author made a study of broadcasting text books which contained any reference to sports broadcasting, and found much contradictory material pertaining to the preparation for a career in sportscasting. The purpose of this study was to determine the background and training of the current Major League baseball sportscasters in order to indicate some of the characteristics necessary for success as a sportscaster. The sample for this study included the presidents of all the Najor League baseball teams, the sponsors of all Najor League baseball broad- casts and all of the sportscasters who are involved in the broadcasting of Kajor League baseball games. Questionnaires were prepared and sent to each of the above men- ‘ tioned individuals or their representatives. The survey was conducted entirely by mail. A response was received from each of the sports- casters and from each of the sponsors and the presidents or from their representatives. while each of the groups involved in the survey have different frames of reference from which to form their opinions, there was a great deal of general agreement concerning those characteristics which they feel an individual must possess before he can become a successful sportscaster. The greatest difference of opinion was found in the discussion of the value of a college education. A few of the respondents believed that a college education was unimportant. Others believed it was an asset but not a necessity. The majority, however, indicated that they believed a college education was a necessity. This belief was especially prevalent among the presidents of the Major League teams. whether or not a sportscaster should have a background of personal participation in athletics, has long been a point of cdnjecture. This study, however, produced no evidence to uphold the belief that an out- standing sportscaster should have been, at some time, an outstanding participant in athletics. To the contrary, there was the opinion expressed that an ex—athlete would "talk-down" to the average fan, or might speak in such technical terms that only an "expert" would under- stand him. There was virtually complete unanimity among all of the respondents concerning the belief that nothing is more important than experience. All of the sportscasters mentioned that experience at a small station is essential before attempting any "big city" broadcasting. An analy- sis of the careers of these Major League sportscasters showed that, with a few exceptions, they followed such a pattern. The results of this survey indicate several general conclusions, limited 1. ‘ to the confines of tais study, which appear to be warranted: The sportscaster must have a thorough knowledge of the sport he is broadcasting. (This "thorough knowledge" includes not only understanding the rules of the gene, but also understanding the problems of players, managers and upires.) Although he possesses this "thorough knowledge," the sports- caster should avoid the use of jargon. (The sportscaster must realize that he is speaking to the "average fan" who does not have as great an understanding of the game as he does.) A sports broadcaster is a reporter. (As such he is obliged to present a factual report of the event he is describing. There should never be cause for the cry of "favoritism" to be directed toward the broad- caster.) Broadcast delivery varies with the individual. (Many different styles have been successful, the prime requisite being the ability to "ad-lib.") Experience is the most important factor in the development of the sportscaster. (A great deal of the ability to "ad-lib" is develOped through experience.) A college education is virtually a necessity. (It provides the opportunity to gain a liberal arts edu- cation, to increase the vocabulary and the ability to be articulate. Although some of the characteristics could be obtained without a college education, this could not be accomplished in so short a time and in such a bl concentrated, purposeful manner. Only three of the thirty— eight broadcasters currently involved in the broadcasting of Major League baseball are not high school graduates. Fourteen of the sportscasters graduated from high school. Six attended college but did not graduate. Fourteen received Bachelor degrees and one received a Masters degree.) 7. In attaining their present positions, the majority of the Major League sportscasters began their careers as staff announcers at small radio stations, and entered sports broadcasting from these positions. The results of this survey could not include all of the qualifi- cations of the Major League baseball broadcaster. As was previously indicated, there are those "human factors" which cannot be precisely defined. An over—all view of this study indicates that a.Major League base- ball broadcaster "serves three masters": the sports fan, the sponsor and the team for which he broadcasts. The sports fan wants, and deserves, a factual account of the events unfolding on the playing field. This information must be presented in a manner which he can easily understand and enjoy. Fulfilling these dexires is the primary responsibility of the sportscaster. The sponsor wants the sportscaster to be sincere above everything else. Regardless of what the sponsor's product might be, a sincere presentation of the advertisement by the sportscaster will achieve the most desirable results. The teams permit their baseball games to be broadcast in order to interest the sports fans in coming to the ball park. Therefore, the team wants the type of sportscaster who will please and stimulate the sports fans. A thorough knowledge of the game, and a sincere and objective type of delivery are apparently the greatest assets when pursuing a career in sportscasting. - BI BLIO GIL LEI IY b3 BIBLIOGRAPHY Books Abbot, Waldo. Handbook of Broadcasting. New York: McGraw-Hill Company, 1950. CH9L pp. Charnley, Mitchell V. News By Radio. New York: Macmillan Company, 19h8. hCB pp. Chester, Giraud, and Garnet R. Garrison. Radio and Television. New York: Appleton-Century-Crofts, Inc., 1950. 559 pp. Ewbank, Henry L., and Sherman P. Lawton. Broadcasting: R gio and i all Television. New York: Harper and Brothers, 1952. 52L pp. Kingson, halter K., Rome Cowgill, and Ralph Levy. Broadcasting Television and Radio. New York: Prentice-Hall Inc. 1955. “77 , 3 L20 pp - Shurick, E. P. J. First Quarter Century of American Broadcasting. Kansas City: Midland Publishing Company, 19h6. 28h pp. waller, Judith C. Radio: The Fifth Estate. Boston: Houghton Mifflin Company, l9h6. h82 pp. -7. illis, Edgar E. Foundations in Broadcasting. New York: Oxford University Press, 1951. E39 pp. "(3‘ eriodicals White, J. Andrew. "The First Big Radio Broadcast," The Reader's Digest, LXVII (December, 1955), pp. 81—85. Unpublished Materials Bailey, Harry, personal letter, January 20, 1956. Ball, Edward G., personal letter, January 19, 1956. Comiskey, Charles A., November 25, 1955. DeLaney, Bob, personal letter, January 13, 1956. Erbes, Philip H., Jr., personal letter, November 27, 1955. Fisher, Alvin B., personal letter, January 16, 1956. Galbreath, John W., November 26, 1955. Harmon, Merle, personal letter, January 9, 1956. Hoyt, Waite C., personal letter, February 7, 1956. Keelty, James, Jr., personal letter, December 1, 1955. fiann, Cy, personal letter, January 18, 1956. Marks, Harmon. "Radio and Television Coverage of Professional Baseball." Unpublished Master's thesis, Ohio State University, 195k. Neal, Bob, personal letter, January 9, 1956. Quailey, Les, personal letter, January 16, 1956. r" (" Sisson, H. M., personal letter, November 25, 1955. wells, Don, personal letter, February 23, 1955.