Here is the first page of an article from the Billiards Digest of October 1984. The full article is available in Robert Byrne's "Advanced Technique in Pool and Billiards," a book which belongs in every player's library.
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(There may be some typos as I ran the page through OCR to make the file smaller.)
Robert Byrne's typically excellent article was written during snooker's peak. He could not have known about the difficulties the game was about to experience.
Perhaps there are some lessons for pool.
Snooker was always a cheap way of filling the TV airwaves during off-peak viewing hours. But as the broadcasters discovered, it also got very good viewing figures. Encouraged by this, they started broadcasting more, even encroaching into the prime evening slots. Potential sponsors were attracted by the numbers and the prize money started climbing, encouraging even more TV coverage. It seemed like a virtuous circle.
From memory, the total annual prize money in the mid 80's got to about $6m; and in one year Steve Davis was in the top 2 or 3 individuals in terms of UK TV exposure.
Regrettably, the whole thing was built on sand. The problem was that at the time the marketing analysis in the UK was quite basic: potential sponsors only saw the raw viewing numbers (which looked great). What they did not have available to them was a demographic / economic breakdown. If they had, they would have realised that the viewing audience was commercially much less valuable than they had thought. For example a very high percentage was made up of the retired and others with limited disposable income available for discretionary spending.
The result was that sponsors were attracted by the numbers, came in but only stayed for 2 or 3 years. After this time, their own analysis showed that they were not getting value for their marketing spend and they tended to pull out. In the early years, that was not a problem: there were plenty more companies who would step in to sponsor tournaments in what was a boom sport.
The exception to this were the tobacco and alcohol sponsors. Because of restrictions on their ability to advertise, they had a lot of advertising dollars desperate for a home, and as a result snooker managed to retain them as long term sponsors.
But then it all started to go wrong.
Sponsorship faced a double whammy - The regulators clamped down on tobacco and alcohol sponsorship; and around the same time, more sophisticated marketing analysis crossed over from the US to the UK, putting a more realistic value to the audience figures.
In fact, both of these were predictable. I remember voicing my concerns to a snooker pro I knew a couple of years before things started to go wrong. But snooker was run in a very amateurish way at that time (a frustrated Hearn had been forced to walk away from the game, and there was no-one else remotely of his caliber). As a result, the governing body had done nothing strategically to position the game so as to withstand this downturn
What I had not predicted was the TV execs also abandoning the game. Perhaps they saw it as a sinking ship; or perhaps its just that they have to make changes to justify their existence. But for whatever reason, just as the sponsors were either being forced out or losing interest, the TV coverage started being reduced.
A year or two back, many predicted that snooker was in a terminal decline. While I always thought that view was overstated, I could not see much prospect of an upturn. But I did not see the return of Barry Hearn coming (I think that I posted in this forum a year or so ago my considered opinion that there was no way that Hearn would ever return to snooker :embarrassed2
. What will happen to the game in the future is of course unknown; but if anyone can bring it back to its former fortunes, I think Barry Hearn is the guy to do it.
I wonder if Mr Hearn could be persuaded to take an interest in pool? So far he has only dabbled - but the Mosconi Cup is hardly a failure.