FEEDBACK ARTICLE – UP FRONT - RANDOM THOUGHTS AS THE SEASON BEGINS

FEEDBACK ARTICLE – UP FRONT - RANDOM THOUGHTS AS THE SEASON BEGINS

As usual Asher has hit the nail squarely.  One of the key aspects of professionalism is professional marketing; it's costly and few do it well.  And - of course - there's always that so-called "pro racer" out there who's willing to undercut a good deal in-place just to steal a sponsor.  Such is truly a ruinous combination and has, for too long, been the case in our sport.

The college-bred MBA's who make these decisions today may not know our sport but they sure can "run the numbers".  They consider themselves, and must be dealt with, as professionals - by professionals.  Anything less is trying paste Velcro on a shiny surface.

Just like the item-specific specialists who care for evermore sophisticated componentry on today's unlimited racecars, so must the marketing be executed by competant seasoned pros.

Until that happens drag racing will remain right where it is today - less than what it might be.  And in today's world of "jungle offense" for sponsorship dollars the slow, wounded or inadequate become carrion for the bottom-feeders; and the truth is - nobody cares.  After all, "it's just business". - Jon Lundberg


Jon, your article is an excellent description of NHRA standing at the crossroads of explosive growth.  With the right leader at the helm NHRA could be as big as NASCAR in a few short years.

I have to credit ESPN production as the greatest single reason for the growth of drag racing in recent years.  They have helped to put “eyeballs on sponsors” like no other organization.  I still marvel at the way they can package a long day of eliminations into a 2-3 hour action-packed program.

I hope that NHRA management can see that the great non-profit organization they’ve built can become bigger than NASCAR without losing its appeal to the every day small budget racer.  The Pro-Show is the big draw and organizing that effectively will bring the big sponsors in.  I think the key is to get the Schumachers, Bernsteins, Kalittas,Forces and others to help build an expansion plan and find the right leader to execute it.  Heck, Kenny is one of the most business-savvy, respected men in drag racing and he could lead the charge.

As for shareholders, why not use the members of NHRA.  I recently read that the NHRA has 80,000 members.  If that’s correct, why isn’t it ten times that amount?  Perhaps a silver, gold, platinum membership program would achieve that?  The fans will invest in what they believe in as long as they trust the leadership.

I spent 30 years in corporate America.  Long enough to know that, 1- market segmentation is the way you get customers to buy your products and 2- it’s almost impossible to be all things to all people. Tough decisions have to be made about who you are going to serve and how. 

By the way Jon, I have an 11x14 print of the “Tennessee Bo-Weevil AA/FD” you shot in 1970 that I cherish to this day.  Turns out you made a pretty good journalist, too! - Patrick H. Perry


I find it PATHETIC that the NHRA is so blind, stupid or just do not care about the racers who make up their business. Look at NASCAR...a racer can crash on the 30th lap of one race and walk away with more $$$$ than a NHRA racer makes in 5 races. The purse structure is aweful. I would love to know what the NHRA got from CC/Powerade for the title series. They do a pathetic job marketing their own product. They are always asking for input from PRO but in the end IGNORE what they hear! NHRA should do everything in their power to help retain and gain sponsorship for all teams. It has got to the point where we will only have BIG $$ multy car teams that survive. The day of the independant is almost dead!!!...Also why is John Forces job to develop new standards for chassis building and safety....HEY NHRA keep sitting on your ass on every level and my ass wont be in your bleachers 3 times a year! - J. Steare

As usual Jon hits the nail on the head. I wish he could run NHRA. - Jack Webster

Is Jon Asher ever wrong? Duh! Not often or ever as far as I can recall. - Mike Koeber

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