Here is a word you do not often hear at the ballpark these days: free.
The days could be numbered for vendors crying, "Program! Get your program here!"
In 2014, 11 of the 30 major league clubs did not sell programs — either giving them away or eliminating them altogether, according to Team Marketing Report. Within this decade, the
California’s other major league teams still sell programs — $5 for the Angels and
Commemorative publications and media guides remain popular items. The Dodgers' 2016 yearbook — more than 200 pages, with 27 alone devoted to Clayton Kershaw — sells for $15.
The Dodgers last year sold a program for $5 and handed out one copy of a smaller program as each car entered the
Jon Weisman, the Dodgers' director of digital and print content, declined to say how much revenue the team might forgo by handing out programs but said the amount was relatively minimal. With the two programs and the Dodgers' website, he said, the team essentially had three competing sources of information.
Perhaps more importantly, the traditional content of game programs — rosters, statistics, previews and player features — now is a click or tap away for any fan with Internet access.
"In 2016, not everyone wants to pay for that," Weisman said. "People have become accustomed to getting content for free."