IS PARIS GOOD FOR THE DERBY?
Tuesday, April 28th, 2009Last week, we received some “feedback” on the picture of Paris Hilton that was run on the Paulick Report. Divided almost completely down gender lines, our readers either thought we were modern day heroes or seemed content to categorize us as barbarians still incapable of envisioning a world for women outside of the kitchen. And while the picture was admittedly lacking in some taste, the overarching theme is apparent; Paris Hilton and celebs of her ilk get people talking.
And if they can get people talking, isn’t it actually a good thing that they come to the Derby each year even if they couldn’t tell the difference between quarter crack and a quarterback? Sure, we all shutter at the likes of Nick Lachey, Kim Kardasian and Tila Tequila becoming the face of our most prestigious weekend. They are celebrity sideshows, most famous just for being famous. But in light of our sport’s struggles to get nationwide attention, one can’t deny the exposure when reporters from People, US Weekly and In Touch will actually be at Churchill Downs.
We as an industry are always trying to figure out how to move beyond our current constraints as a niche sport. Our promotional bodies have been ineffective in marketing the sport beyond its core base of fans while bad news shrouds our industry in a veil of negativity. And because of these factors, our ratings on ESPN and other networks are almost embarrassingly low. The circulations for our top publications are dismal and falling further and further behind. Blood-Horse has an average weekly audience just short of 24,000, the Daily Racing Form hasn’t been able to move beyond a race day periodical and the Thoroughbred Times is not even listed on Wikipedia.
In contrast, according to Magazine Publishers of America US Weekly averages 1,773,285 monthly readers, Entertainment Weekly is read by 1,798,445 dedicated followers and industry standard People Magazine draws an army of 3,786,360, making it the the 11th most read publication in the country.
And while a chasm of difference seems to separate these two entities, the 30 and under female audience so coveted by these celebrity gossip rags are also easily drawn to the majestic beauty of our athletes. Exposing this crowd to our sport, regardless of the delivery vessel, pays dividends as we try to expand our reach.
In this 24-hour news cycle, our industry normally can’t even get its foot in the revolving door. And so it is with some hesitation that we must welcome these celebs to our playground. When trying to expand our reach and rescue racing from the throes of bankruptcy, racing beggars can’t be choosers. Just promise us, if you see Paris at the track on Saturday, don’t snub your nose at her. Instead thank her for being there, ask her to strike a pose and tell her you have inside information that she should put all her money on Mine That Bird to win…
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