Roberta J. Newman - Böcker

2020 SABR Baseball Research AwardIn the mid-nineteenth century, two industries arrived on the American scene. One was strictly a business, yet it helped create, define, and disseminate American culture. The other was ostensibly just a game, yet it soon became emblematic of what it meant to be American, aiding in the creation of a national identity. Today, whenever the AT&T call to the bullpen is heard, fans enter Minute Maid Park, or vote for favorite All-Stars (brought to us by MasterCard), we are reminded that advertising has become inseparable from the MLB experience.Here's the Pitch examines this connection between baseball and advertising, as both constructors and reflectors of culture. Roberta J. Newman considers the simultaneous development of both industries from the birth of the partnership, paying particular attention to the ways in which advertising spread the gospel of baseball at the same time professional baseball helped develop a body of consumers ready for the messages of advertising.Newman considers the role of product endorsements in the creation of the culture of celebrity, and of celebrity baseball players in particular, as well as the ways in which new technologies have impacted the intersection of the two industries. From Ty Cobb to Babe Ruth in the 1920s and 1930s to Mickey Mantle, Yogi Berra, and Willie Mays in the postwar years, to Derek Jeter, Rafael Palmeiro, and David Ortiz in the twenty-first century, Newman looks at many of baseball's celebrated players and shows what qualities made them the perfect pitchmen for new products at key moments.Here's the Pitch tells the story of the development of American and an increasingly international culture through the marriage between Mad Men and The Boys of Summer that made for great copy, notable TV advertisements, and lively social media, and shows how baseball's relationship with advertising is stronger than ever.

Roberta J. Newman and Joel Nathan Rosen have written an authoritative social history of the Negro Leagues. This book examines how the relationship between black baseball and black businesses functioned, particularly in urban areas with significant African American populations--Chicago, Detroit, Indianapolis, Kansas City, Newark, New York, Philadelphia, and more. Inextricably bound together by circumstance, these sports and business alliances faced destruction and upheaval.Once Jackie Robinson and a select handful of black baseball's elite gained acceptance in Major League Baseball and financial stability in the mainstream economy, shock waves traveled throughout the black business world. Though the economic impact on Negro League baseball is perhaps obvious due to its demise, the impact on other black-owned businesses and on segregated neighborhoods is often undervalued if not outright ignored in current accounts. There have been many books written on great individual players who played in the Negro Leagues and/or integrated the Major Leagues. But Newman and Rosen move beyond hagiography to analyze what happens when a community has its economic footing undermined while simultaneously being called upon to celebrate a larger social progress. In this regard, Black Baseball, Black Business moves beyond the diamond to explore baseball's desegregation narrative in a critical and wide-ranging fashion.