It was not a funeral, but instead an announcement of life support. The PWBA's self-imposed deadline to pull the plug is August 8th, so by the time this edition of the WCS hits the streets, it may be the bell tolling for thee. According to a majority of industry observers to whom I have spoken, the end of the PWBA is at hand and will reappear as a different organization. How strange have things been lately? The organization issued press releases on consecutive days no less about outstanding TV ratings this spring and while canceling the opening event of the fall tour segment. Read that last sentence again if it didn't make sense the first time. Yes, it's on their website and no, I'm not making up this stuff.

Anyway, ESPN ratings were up over 50 percent overall from last year to this while singling out 80 percent and 100 percent viewership increases in two demographic groups, 18-49 year olds and 25-54 year olds. Meanwhile the host proprietor cancelled the Bowl at the Rogues stop in September. That's where the problem lies. How can a professional sports organization have these numbers and yet not succeed? Although not all the ratings numbers were disclosed, it still makes you wonder how bad is this group being mismanaged? I guess we'll find out August 8.

Sometime last summer, I threw out some ideas about what it would take for our sport to maintain and increase our presence on the big time sports radar screen. Many of the ten or so items listed have already happened to maintain the blip on the screen, so new heights must be identified. As per the last list, you'll know if things are going well if the following things occur: a really funny spoof about the TV finals shows on 'Saturday Night Live', expanded coverage on ESPN SportsCenter, appearances by other tour players on Fox Sports Net's 'Best Damn Sports Show on TV,' cameo appearances by tour players on the more well-watched reality shows (The tour swing starts in October and most of the production schedules have started taping already, thus no time to be a contestant), a special prime time network TV challenge doubles match on a specially constructed pair of lanes outside. Getting a bowler back on Letterman would help, too. Dick Weber is still waiting for another chance to throw a ball through an egg filled aquarium, a TV set and into a TV camera, outside on New York's 53rd Street (remember my annual Top 25 TV Moments list). Throw in a cameo featuring Pete and Walter Ray giving a tip to Homer and Marge on the 'Simpsons' and a monthly mention in the TV Guide crossword puzzle for good measure. The present day thinking is this; attract new fans and viewers while not treading too much on what keeps the hardcore fans watching.

An example of this is the so-called Opening Weekend of the NFL Season. The opening game has had a pregame mini-concert by the teen pop sensation of the moment, much like the Super Bowl halftime show the last few years. Whether this gets the Brittany generation to watch that stuff Dad watches on Sundays is another question. Perhaps all the NFL is seeking is acknowledgment and product familiarity in later life. It doesn't pay the bills now, but plants seeds for viewership years down the road. It least that's what the marketing folk say. You may ask why bowling needs to cross-market itself this way. Golf doesn't need to; it's too big by itself. Well, it is now because of Mr. Woods and has carefully positioned itself to coddle the next (read: younger) generation, something unheard of just a generation ago. While at St. Cloud State majoring in broadcasting 20 years ago, we used to talk about how hard it was for us to watch those MTV music videos with the rapid-cut images and what it was doing to the kids growing up now. Guess what, it's now an accepted form of showing edited programming. That is why it's hard to watch live shows now. They at times resemble that format. Why do you think the graphics are all over the screen? Score, the count, time remaining, inning, quarter, and what's coming up at halftime are either flashed in a corner or crawl at the bottom of the screen (that's really what it's called, a crawl). The PBA is busy recruiting bigger and bigger sponsors and advertisers. Those sponsors also have bigger marketing machines, which will help further the big plan.

Here's an example of golf's marketing these days. If Tiger's swing coach Butch Harmon were in town for a clinic, some newspaper would cover the event. That would be enough to get a mention on one of the local sports talk radio stations. If on of the local TV sports talking heads were a serious golfer, have Harmon give him a quick tip and play it on the 6:00 and 10:00 news. Like golf needs more attention. But if a top bowling coach showed up, would anyone notice? If you didn't notice, one did show up. About a month ago, John Jowdy quietly arrived in town to give a two-day clinic at a suburban center. He wasn't there to promote his book (I did enough of that here), but to personally instruct a group who may not have had a chance to see him otherwise. He has worked with many big names over the last 50 years or so with great results. The most remarkable thing was after even several hours of practicing the drills suggested, pins were still dancing around knocking down other pins with a minimum of bowler armswing effort. Yes, folks, that's hours.

Talk has been floating around about an all-exempt PBA tour starting next fall, much like the PGA tour has right now. If that comes to pass, professional bowling of the future will be very different than today and light years from yesterday. That announcement may come sooner than expected. As usual, stay tuned.