Even Stern Doesn’t Have the Answers on This One

I love this game (anyway): If David Stern, The Last Real Commissioner, ran the NFL, it might not have vacancies in two of the top eight metropolitan areas (or as its ads might have said, Feel the Power--In Most Large American Cities).

If Stern ran baseball, it might have avoided its ruinous strike. If he ran the PGA Tour, it might not have duked it out with Casey Martin (what, they couldn’t find a grandmother in a rocking chair to run over?)

OK, if Stern is such an ace, and the NBA such a hot, ratings-gaining property, why does it spend so much time wiping egg off its face?

The answer lies in its success in making its players such stars and the resulting crash if one falls from grace. Stern pushed hard on marketing (he had good reason, his league was flat on its rear end) and was lucky enough to have the tide of economic history on his side as Nike and its rivals seized on his players, awakening youth-oriented companies such as Coca-Cola and McDonalds. The next thing you knew, Michael Jordan was on TV as much as Jerry Seinfeld.

By 1994, Sport magazine published a list of “Q” scores, a likability rating used by advertisers, among teenage males, a key demographic group. There were seven from the NBA, two from the NFL, Bo Jackson, who played two sports and one baseball player Mickey Mantle.

“Basketball, itself, is a more individual sport than something like the NFL,” says Henry Shafer of Marketing Evaluations, which compiled the ratings. “Its players are more visible than NFL players, unless you’re a quarterback or a top running back. In baseball, unless you’re a big star, nobody knows who you are.”

In the TV age, the tube rules and basketball has advantages that enhance the chemistry between lens, small screen and viewer: a small court, cameras a few feet away, players who don’t wear helmets or caps or even long pants.

With heightened visibility came heightened disappointment if players crashed and burned, as more have in the big-money ‘90s. In the so-called Golden Era of the ‘80s, (so-called in this column, anyway), even a Magic Johnson, who had widespread appeal and a doting owner, had to earn his money the hard way. He had to play, market himself and wait his turn, a process that rewarded him for growing up.

Now untested, often undeserving and occasionally notorious rookies are handed fortunes. In 1992, Shaquille O’Neal got a $10-million deal from Reebok. In 1996, Allen Iverson, who was not as famous and had a felony conviction reversed on appeal, got $20 million from Reebok.

As Stern notes, you can’t blame players for taking what the system offers. Of course, he might have to go to war with them--and risk his perfect labor record--to save them from themselves.

In the meantime, things are getting tense.

Stern looked so proud last week, noting three of his young stars would be on “Meet the Press” with the real newsmakers, but it turned out rougher than he imagined.

First, host Tim Russert asked Tim Duncan about the New York Times story alleging widespread marijuana and alcohol use. Stern all but threw his body between them.

“I direct the witness not to answer,” quoth the commissioner, laughing to make it seem OK.

Then Bob Costas, a working journalist who manages to coexist in a department that keeps expanding Ahmad Rashad’s role, attacked from the flank, pressing Stern for an answer.

Stern, in no mood to answer, asked Costas what he thought.

“I’m asking the questions,” Costas said.

“So am I,” shot back Stern.

It wasn’t the Lincoln-Douglas debates, but it was a moment, just the same. It’s how the ‘90s are going, which is why they had better try to fix them, while they can.

FOR SALE: EVERYONE UNDER 25 (BUT KOBE)

The league is two years into the grand experiment with the three-years-and-gimme-$100-million-or-I’m-outta-here rule. So far, it looks like a disaster.

Here’s the box score so far on the draft class of ‘95, most of which will reappear in the free-agent class of ‘98:

Three got astronomical deals (Kevin Garnett for $20 million a year, Rasheed Wallace for $13 million a year, Bryant Reeves for $11 million). None is a superstar yet.

Several were traded by teams wincing at their asking prices or told outright the players would leave, such as Antonio McDyess, Jerry Stackhouse and Damon Stoudamire.

More may go by Thursday’s trade deadline:

Joe Smith, Warriors--They’ve shopped him for months, but what can you get for a mere nice prospect, who will hit you up for $10 million a year and, if he doesn’t get it, leave?

Brent Barry, Clippers--The centerpiece of their marketing in the post-Danny Manning era. Unfortunately, people close to him says there’s no way--absolutely none, nada, zip--he’ll stay. Hoping to start a new tradition (or in denial), they have spurned overtures. Good luck in negotiations, fellows.

Allen Iverson, 76ers--He’s from the ’96 draft class but has a knack for going wherever fast. He’s at odds with teammates and Coach Larry Brown, and his agent, David Falk, wants him out of there. The 76ers said rookie Tim Thomas (who at least won’t be a free agent in this century) was their lone untouchable. Last week owner Pat Croce, who once swore by Iverson, called Brown their only untouchable. Color Iverson gone.

WORK IN PROGRESS ISN’T PROGRESSING

There have been three discreet Laker seasons so far, with O’Neal early (great), without Shaq (great) and since his return (oops).

Despite the happy talk about all-stars and second-best record, they’ve been slovenly. On Jan. 1, when O’Neal returned, they were giving up 97.5 points a game. Since, they’ve given up 105.8. The Clippers’ league-worst average is only 103.6.

The Lakers have dropped to 23rd in defense. The other elite teams, the Pacers, Bulls, Spurs, SuperSonics and Jazz, are 2-3-5-11-12.

Maybe the Lakers aren’t scared enough to work hard when O’Neal’s there. Maybe the pieces don’t fit. They went big with Elden Campbell and didn’t like it. Now they’re going athletic with Robert Horry, trapping on defense, forcing a few turnovers, giving up a lot of open shots.

The problem isn’t their offense, however often they throw it to O’Neal. The NBA’s highest scoring teams have been the Lakers with Shaq (106.8) and without him (102.3).

As they saw last spring, it’s harder in the playoffs when opponents double-team and foul O’Neal more. It doesn’t get easier from here.

FACES AND FIGURES

Usual B.S. (Bulls Stuff): Tired of seeing the Chicago media plunge the national media into another feeding frenzy over the same story--Team Forcing Phil Jackson Out, Driving Michael Jordan From Game--owner Jerry Reinsdorf issued a gag order on employees: “This management brought this coach and these players back this season to try to win a sixth championship. With half the season and the playoffs still ahead, that should be everyone’s total focus. That’s my focus. Period.” . . . Dutifully, everyone said no comment--for a few days anyway, until Scottie Pippen announced he wants to play for a West Coast team next season. . . . Highlights of feeding frenzy: General Manager Jerry Krause said Jordan is welcome to return and if he leaves, it isn’t the team’s fault. Jordan started saying his goodbyes, wherever he went. Jackson contradicted all past comments, suggesting he’d like to be invited back if they win (“That’s a scenario I would pay $100,000 to see.”). . . . Trader Bob Whitsitt rides again: The go-for-it Portland general manager, armed with owner Paul Allen’s billions, gave up a king’s ransom--Kenny Anderson (whose $38-million contract they’re reportedly paying off), Gary Trent, impressive rookie Alvin Williams, two No. 1 picks--for Stoudamire, but ask Coach Mike Dunleavy if it wasn’t worth it. If they can move Isaiah Rider, who lost it last week, blaming his troubles on booing, dirty looks from organization people and racism (“C’mon, we can go 40 miles down the road and they’re probably still hanging people from trees.”), the loony bin will be a lot less loony. . . . Seattle Coach George Karl on the Rockets: “Are they contenders? Not right now. But didn’t they win a championship doing it this way [getting stars back late in the season] two or three years ago? Rudy [Tomjanovich] wrote a book on that. They goofed around all season--and then won the championship.” . . . Twenty million dollars doesn’t buy what it used to: Iverson was to go to New York to play a teenager who won a Reebok shooting contest but said he didn’t want to be around All-Star weekend if he didn’t make the team.