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So why doesn't it sell? Or why is the NHL so bad at selling it?
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This was the question you asked, and I answered it. Although you insist on whining some more.
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That's why the league is struggling, not any suggestions on how to fix the problems... other than perhaps groveling to ESPN, but I don't see that happening.
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I'll answer that question since you apparently lack the creativity to think of solutions yourself.
1. Spend some money and start promoting the NHL during other major sporting events (i.e commercials). Versus should also be involved in this as they plan to benefit too. The commercials should accent the greatest parts of hockey...so that means a gigantic "hell no" to the garbage "warrior" ads the NHL had last year. While non-hockey fans would likely recognize Jonathan Cheechoo or even Sidney Crosby; you could sort of introduce them in the ads that show some of their spectacular skills.
2. Embrace the internet as well as satelite radio. Sirius and XM radio love doing ads; why not have them cross-promote the NHL. They already have NHL stations on there; but only the NFL and MLB have really pushed the fact you can follow the games on these two mediums.
3. Maybe work with NBC to create a "Miracle Night in America" where they play an uninterrupted version of Disney's Miracle. You could then have a post-game sort of show which reflects on the great game with players who were there, NHL'ers who were inspired. NBC now has Al Michaels on their payroll I would think this would be a rather easy event to rig. Once the NFL season ends...perhaps the NHL could try to take advantage of NBC's Football Night in America slot and see what happens with an HOCKEY NIGHT in AMERICA. Yea its a rip off of the popular Canadian program; but why not try to create a culture of being a hockey fan here.
4. Promote the game on the lame Morning programs like Good Morning America and the Today Show. Make hockey seem fun; to perhaps make the hockey mom's want to get their kids get involved in playing the game.
Those are just a few ideas.