The Real Story

By now, many of you have read today's article that says the White Sox are catching the Cubs in terms of popularity. It seems that 53% of Chicagoans watched a Sox game last year, up from just 39% in 2004.

The Cubs have seen their base erode slightly at worst. Their penetration rate is 56%, down from 59% a year ago (and within the survey's margin of error).

That's the real story: Why haven't the Cubs fallen farther? Why are Cub fans simply satisfied watching a pathetic product? Why don't they turn it off?

It's too bad that they haven't fallen. See, if there was a fall, then there would be some impetus to change the branding at 1060 West Addison. Alas...

Before Thursday's home doubleheader, the Cubs averaged 39,873 fans per game. That ranks sixth in the majors, compared with the Sox's 36,014, which is 10th.

No need to change.

If you want to know why Dusty Baker stands a good shot of returning next year is that he hasn't damaged the brand. Sure, he and Jim Hendry have not improved quality, but that stats say that hasn't hurt business.

Who says Jim Hendry ignores important stats?