The End of the World Series Program As We Knew It

OCTOBER 1974: Gerald Ford was two months into his abbreviated presidency. The Muhammad Ali-George Foreman boxing match in Kinshasa, Zaire -- known as the Rumble in the Jungle -- was set for Oct. 30. 

Earthquake, in Sensurround!, starring Charleton Heston, Ava Gardner, Geneviève Bujold and Lorne Greene would strike America's movie theaters in November.

But something else was afoot, something far more subtle and pernicious, but to those of us of a particular bent: horrifically depressing.

Meh, before meh was even a thing.

Fifty years ago this month, Major League Baseball ended the era of team-produced World Series programs, subbing out the often charming, definitely distinct and occasionally iconic locally-designed and produced magazines for more uniform, corporate and nationally available... blah.

Yes, this is entirely about judging these books by their covers. But you only get one chance to make a good first impression. 

MLB's first cover art was a globe stand where the Earth is replaced by a baseball.

Inspired. Clever. Ooh. In other words, not good.

Who's playing in this series? Doesn't matter. And it wouldn't matter again for about 20 years and even then, well... feh.

Less than a decade earlier and from the same spherical starting point, the Los Angeles Dodgers had produced this bit of Project Gemini-inspired whimsy:

Truly out of this world.

Now artistry was banished in favor of mass produced, mass market product. At least they were up front about it, more or less.

"'1974 World Series marks an all-time first,'" the publication self-referentially declared on its page 3. "Previously the two teams involved in a World Series each published a separate program. '1974 World Series' represents the first joint World Series program. It is designed to tell the story of this year's major league baseball season and features both the East and West Division champions of the two leagues."

Yay.

It's tempting to say at least some of this was in response to frugal Charles O. Finley, then-owner of the then-two time defending champion then-Oakland A's.

The famously skin-flinty Finley just they year before had substantially just repurposed the team's joint scorecard and yearbook as its World Series program,  slapping American League Champions on the top left, New York Mets beneath "Oakland A's" at the top right, and re-labeling the bottom right "1973 World Series Souvenir Scorecard & Program."

The post-season publication was otherwise almost indistinguishable from its regular season predecessor.

 The regular season program

The not-so-different World Series edition

To be fair, the only somewhat less frugal Mets had repackaged one of their regular season game programs as their National League Championship Series program.

But when it came to the World Series, they issued a new magazine with split screen cover, the left side featuring a pensive skipper Yogi Berra, the right a photo of predecessor Gil Hodges and the team riding down Manhattan's Broadway amid a ticker tape parade celebrating their 1969 championship. Now that program was special.

Retro-perspective

And retrospective

More likely, the shift from local pubs to national had to do with the money to be had from national advertisers, and from sales to a national audience to which the new mags could be pitched. 

It wasn't a change for the better. Not for the public and, to be honest, not for those of us who collect, as part of the fun of that hobby is collecting things that are scarce. 

Those home-spun programs spoke of the teams that created them, their personas and places they played. More importantly, they spoke to their fans. 

The new generation shifted the game program vibe from Main Street shop owner to chain store shopping mall: deliberately faceless, representative of any town and any team, one size fits all, or -- in reality -- one size fits none.

Just how generic?

In the early '80s, baseball pulled its own Finley maneuver, taking the artwork created for the 1980 World Series program, a contest between the Philadelphia Phillies and Kansas City Royals, and re-using it three years later for the three-way AAA World Series involving the Tidewater Tides, Portland Beavers and Denver Bears.

From the grand stage...

... to AAA

Yes, the 1980 program artwork got demoted, and they didn't have to change anything about the image to do it.

They never really got better. In fact, as the years wore on, they got worse, more generic and more forgettable even as the digital publishing revolution allowed for tighter deadlines, more content, more recent content, contestant-specific covers and inevitably, higher prices.

Along the way Major League Baseball gained dominion over all the other post-season playoff programs, plus that of its mid-Summer classic, the All Star Game.

Product. Product. Product.

Montreal? Texas? Who knows?

Recognizably Pujols and Big Papi

Nowadays, we're kind of back to where we started: with team-specific looks, but they're soul-less mass produced representations of what once was, some with cover advertisements, and sometimes ironically shadowed by special stadium-only versions attempting to restore some of that old-time collectible exclusivity.

The 2016 Series program,
Wrigley Field edition

The 2019 series program, 
brought to you by YouTubeTV

Handsome zombies. You can buy the one for this year's showdown between the New York Yankees and Los Angeles Dodgers online, or just look at it for free. 

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"Hummm... Baby," The Thrill and One Flap Down... Immediately Followed by "Dude, Where's Our Car?"

WILL "THE THRILL" CLARK never made baseball's Hall of Fame. Neither did Jeffrey Leonard, he of the notorious home run trot, "one flap down."

But those men,  a white southerner and black northerner who openly clashed with each other in 1987 made the San Francisco Giants into a team to be reckoned with.

Humm, baby. Humm, baby? Yes. Humm, baby.

It had been 16 years since the Giants made the post season, a quarter century since their last World Series appearance, a seven-game loss to the New York Yankees.

A mid-summer day's twin-bill.

Despite the presence, at various times, of Willie Mays and Willie McCovey, of Garry Maddox and Gary Matthews, of Dave Kingman, of Bobby Bonds then Bobby Murcer, of  John Montefusco and Vida Blue, the Giants had long languished in baseball's shadows.

Across San Francisco Bay, the Oakland A's had a string of five straight playoff appearances and three consecutive championships. Within the National League West, the Giants had been totally eclipsed by the long-time rival Los Angeles Dodgers and the Cincinnati Reds. In fact, every NL West team had finished first at least once since the San Franciscans had last managed the feat: the Reds in '72, '73, '75, '76 and '79,  the Dodgers in '74, '77, 78, '81,'83 and '85, the Houston Astros in '80 and '86, the Atlanta Braves in '82 and the San Diego Padres in '84.

The title merry-go-round was spinning and the Giants weren't on it.

Change came midway through the disastrous 1985 season when a 62-100 record landed them in the NL West basement. After 144 games, they fired manager Jim Davenport and hired sagacious Roger Craig. The pitching anchor of the original and terrible New York Mets, Craig suffered through back-to-back 20-loss campaigns. He knew about adversity. His approach: stay positive.

Candlestick Park, July 26, 1987. Announced attendance: 41,256

At spring training 1986, he called journeyman catcher Brad Gulden "humm baby," for still giving 110 percent effort in a career nearing its end. According to legend, the phrase was a contraction and corruption of the sandlot shout of encouragement, "C'mon, baby!"

By 1987, the Giants had a team full of humm babies led by the veteran outfielder Leonard, 31, and Clark, 23, who'd starred at Mississippi State and -- as the Giants were bottoming out in '85 -- won the Golden Spikes Award as the best amateur ballplayer in America.

Humm, baby indeed.

By July 26, though just one game over .500, the 49-48 Giants trailed the first place Reds by just a single game. On that day's schedule: a double-header with the NL East-leading St. Louis Cardinals at windswept Candlestick Park.

They were about to ignite.

Rallying back from a blown 2-1 lead, the Giants took the opener in 10 innings on a walk-off, three-run homer by The Thrill. Then, though the Cards struck first in game two, they were decked, 5-2, with Clark clubbing his second round-tripper of the afternoon.

From there, the team went 39-24, overtaking the Reds by six games to win the West. Awaiting them in the NL Championship Series: the Cardinals. Now it was Jeffrey Leonard's turn to shine.

The Pride of the Giants, until he wasn't.

Leonard, like Clark, was blunt-spoken. If you liked it, fine. If not? Too bad. The Cardinals were not fans. The St. Louis fans were not fans.

Over the 7-game series, the Giants outfielder torched Cardinals pitchers for four home runs, each punctuated by a somewhat leisurely tour of the bases, his left arm at times deliberately slack at his side. One Flap Down, again and again and again. For the series, Leonard batted .417 with 10 hits in 24 at bats, including those round-trippers. He walked three times, scored five runs and drove in five.

While Leonard's efforts earned him series most valuable player honors, it wasn't enough to carry the Giants past the Cards. They lost in seven games. In mid June of the next season, he was traded to the Milwaukee Brewers for utility man Ernie Riles.

Clark would lead the Giants to the pennant in 1989, where they were swept by the A's in a series mostly remembered for the magnitude 6.9 earthquake that interrupted it. Leonard, by then, had migrated to the Seattle Mariners, but the former teammates' enmity remained.

Long since retired, both men have found other causes for which to fight. Leonard and his wife Karen founded the One Flap Down charity, now known as One Fabulous Day, dedicated to helping single parents battling cancer. Clark and his wife Lisa are combatting autism.

The Giants finally won the series in 2010 and again in 2012 and 2014.

First Person

Where did we park?

That first game of the July 26 twin-bill was the third stop on my 1987 California/ballpark tour. Me and my pal, photographer Chris Stanley, had been running at breakneck speed, seeing everything we could see in between scheduled ballgames. This day was no exception. 

We arrived at the 'stick just before game time and after Will thrilled, we left, only to realize we'd no idea where we'd parked. With most attendees staying put for game two, we roamed the wind-swept asphalt for 45 minutes, searching for our rental car, a gold Chevrolet Corsica. 

Turned out Captain Kirk was right.
_____________________________

In the Summer of 1987, soon after graduating from college, me and my buddy Chris took a baseball tour of California. Mostly baseball at least, and hell of a good time. This is the fourth part of a series inspired by those 16 days on the road.

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