wrestling / Columns

The Hamilton Ave Journal 09.02.10: Volume 2 – Issue 153

September 2, 2010 | Posted by JP Prag

THE HAMILTON AVE JOURNAL
By JP Prag

Volume 2 – Issue 153

ABOUT THE JOURNAL

The Hamilton Ave Journal is the only wrestling news report focused solely on the business of wrestling. Here in the Journal we not only look at the stories that are important to the investor and business-minded person, but also delve deeper into stories that most fans of wrestling would overlook. That is because the Journal is about getting the heart of the matters that affect the companies and outlooks of the wrestling world.

And where is Hamilton Ave? That is the location of the WWE Production Studio in Stamford, CT, and thus the most powerful place in the wrestling world. Besides, The East Main Street Journal just does not have the right ring to it.

Who am I? I am JP Prag: consultant, entrepreneur, businessman, journalist, and wrestling fan.

Now, ring the bell because the market is open.

The Hamilton Ave Journal

WHAT'S NEWS

The Journal’s front page area known as What’s News isn’t just about telling you what has happened. The stories in this section are about what will have an effect on the wrestling industry, individual federations, and the wallets of the fans.

TOP STORY: Wrestling Wrap-up

With few major stories breaking, here are some items of note from the wrestling business world:

  • Despite the possibility of dropping the monthly PPV model, TNA is branching out to another venue in the PPV realm. Starting in October, TNA will air PPV specials a la the DVD broadcasts the WWE does. The first one is entitled “TNA Wrestling Knockouts: Mad Sexy Volume 1” and should be followed up with a new title airing several times throughout a month.
  • The WWE has been doing quite well in Mexico recently with the latest ratings of RAW and (especially) SmackDown coming in nearly double those of nearest competitors AAA and CMLL. While ratings across boarders are not comparable, SmackDown last week scored an 8.8 rating.
  • AAA, at least, is looking to recapture some of their audience as they filmed an angle at a Smashing Pumpkins concert in Mexico City on August 27, 2010 where wrestlers attacked frontman Billy Corgan. The angle will air in various Spanish-based markets on AAA television and MTV.
  • Galavision has also been picked up by Time Warner, allowing AAA to be seen in more US markets. On top of that, many cable providers are carrying Galavision HD, though AAA is filmed in SD and therefore does not benefit from the change.
  • Not all Lucha Libre based programming is doing well as Lucha Libre USA has now gone “on hiatus”. While managing director Steve Ship claims the plan always was to have “seasons” and that the 52-week deal was not for consecutive weeks, the “season finale” aspect was added after the shows were put together. When wrestlers showed up to a Lucha Libre USA show on August 28, 2010 in Charlotte, NC they were told that it would just be a house show instead of a television taping, though some filming was done. The future of the company remains in question, but for now it has not been officially cancelled.
  • On the subject of television tapings, ROH has decided to branch out of their Philadelphia locale and hold tapings at the Davis Arena in Louisville, KY. The arena is often host to former WWE development territory OVW and their television tapings, so it remains to be seen if the two organizations have formed a working relationship. The two nights of tapings will take place in December 2010, which can be seen in the Personal Journal below.
  • Are you a college student looking an internship at the WWE? Well, the WWE is looking for an unpaid “Social Media Intern”. The full details can be seen here. Duties will consist of:

    * Execute schedule of promotional items for WWE-controlled social network channels, as scheduled by supervisor.

    * Assist WWE Universe Live Chat team with comment moderation when available.

    * Monitor WWE brand identity/reputation on Twitter & Facebook.

    * Help create unique promotional ideas for Facebook channels.

    * Help monitor Forum conversations and traffic on WWEUniverse.com.

    * Provide user support to WWEUniverse.com users through ticket-based support system

    MARKETPLACE

    In the Marketplace we look at the trends in television ratings. This section is less for critical analysis by the Journal but more for the reader to see what is really going on and to draw their own conclusions.

    As with stocks, here in the Journal we track the progress of television ratings. If ratings are the barometer by which we judge the product, then over the course of time we should be able to see patterns, trends, and anomalies.

    For the week ending Wednesday September 1, 2010, here are the current standings of the shows:

    Analysis:

    RAW’s 900th episode helped the company jump 8.4% to a 3.5, but this is hardly outside their normal range as the show did the same rating on July 31, 2010. While the number is above the 4-week moving average of the prior week’s 3.3, it is not a major jump and therefore not a significant pop for the WWE and USA’s averages.

    After a week away, TNA quickly returned to above a 1.0, coming in at a 1.07. All together, the ratings are now in line with where they were last year, but still below the 1.2 average seen from the end of February to the middle of May 2009. Looking at those trended lines, TNA dipped into the 1.0-1.1 range then and has stayed there ever since. So now that the company has recovered from the Monday experiment, it remains a questions if they can recapture an audience that left nearly a year and half ago or if they can find a new audience in the interim.

    NXT’s season two finale helped bring the show above a 1.0 rating for the first time since July 27, 2010. In this case, it may be a little bit of too little too late as SyFy seems to have no plans to renew NXT beyond October 1, 2010. What that means for the future of NXT remains unclear as the WWE has already sold the show in international markets so has to fill the programming block (or fill the programming block they had for ECW). Because of their contract with NBC-Universal, the WWE can only see programming to cable networks in the NBC-Universal family. However, if they want to go to a network station, they have no such restrictions. So while NBC, ABC, CBS, and Fox may be out of the question, MyNetworkTV could have an interest to replace SmackDown, WGN may want to expand WWE programming that has been good for them, and syndication always remains an option. Do not believe that the WWE will just drop NXT or a fourth show in general because there is simply millions of dollars on the line for them.

    MONEY AND INVESTING

    We all know that wrestling is a business, but we don’t often pay attention to what sells and makes money. Money and Investing looks into the top selling items in the world of wrestling and any interesting figures that may have come out this week.

    What are the top selling items for the WWE? WWEShopZone.com releases a list of varying numbers to show what is selling for them:

    1. Raw The Beginning The Best of Seasons 1 & 2 ($39.95, on sale $19.99)
    2. John Cena Cenation T-Shirt ($25.00)
    3. The Miz My Name Is T-Shirt ($25.00)
    4. John Cena Cenation YOUTH T-Shirt ($22.00)
    5. Nexus Logo T-Shirt ($25, on sale $19.95)
    6. John Cena Cenation Baseball Cap ($20.00)
    7. John Cena Cenation Sweatband Set ($12.00)
    8. WWE Superstars Bandz (Randy Orton/Rey Mysterio/Edge) ($5.00)
    9. John Cena Never Give up YOUTH T-Shirt Package ($34.99)
    10. John Cena Cenation WWE Bandz ($5.00)
    11. The Miz I’m Awesome Blue T-Shirt ($25, on sale $19.95)
    12. Randy Orton Lobotomy T-Shirt ($25, on sale $19.95)
    13. Bret Hart Best Since 1984 T-Shirt ($25, on sale $9.98)
    14. John Cena Cenation Illustrated YOUTH T-Shirt ($9.99)
    15. John Cena Never Give Up T-Shirt Package ($37.99)
    16. WWE Red/Blue Reusable Bag ($2.99)
    17. WWE Superstars Bandz (Triple H/Kofi Kingston/Sheamus) ($5.00)
    18. John Cena Never Give Up T-Shirt ($25, on sale $19.95)
    19. Nexus Armband ($8.00)
    20. D Generation X Army Strong T-Shirt ($25, on sale $9.98)

    Cut and paste last week’s analysis and you would have about the same story of John Cena dominating, Miz, Nexus, and Randy Orton controlling the other spots, and smattering of Bret Hart and DX also making appearances with their heavily discounted items. Top that with some back to school supplies, and that is the list. The main differences this week is that RAW’s 900th episode led to the RAW Season 1 & 2 DVD getting a boost and the Miz and Nexus were able to add a second item to the list, each. That is impressive among the John Cena domination, demonstrating why each is getting such a pivotal place in WWE merchandise and marketing.

    TNA sometimes releases a list of top selling items on ShopTNA.com. According to the site the top selling items were:

    1. Don’s Insane Brown Bag Special ($20)
    2. Mr. Anderson… People Are Fake T-Shirt ($19.99)
    3. Jeff Hardy Enigma T-Shirt (Glow In The Dark) ($19.99)
    4. The Best Of America’s Most Wanted DVD ($24.99, on sale $15.99)
    5. RVD – Video Wall T-shirt ($19.99)
    6. Hogan H Squared Limited Edition T-shirt ($29.99)
    7. Destination X 2010 DVD ($19.99, on sale $15.99)
    8. Unbreakable 2005 DVD ($9.99)
    9. “Hulkamania” T-shirt ($19.99)
    10. Beer Money / MMG “FANDIMONIUM” DVD ($19.99, on sale $14.99)

    See the Editorials below.

    PERSONAL JOURNAL

    Wrestling isn’t just about watching and reading. The best way to be a wrestling fan is to experience it live. Where is wrestling coming to in the upcoming weeks? The Personal Journal answers that question.

    Do you know a wrestling event coming up? Send one in to The Hamilton Ave Journal and we’ll be sure to add it to the list.

    EDITORIALS

    The Editorials section is designed for you, the readers, to respond to the views presented in the Journal, send an important news item, or talk about another overlooked business related item in wrestling. Just beware: the Journal reserves the right to respond back. Now, let’s break down the topics from last week’s commentary section:

    WWE Stock

    Can the Journal conclude any particular reason why WWE’s stock is looking so poor? One would think with the prospects coming in China that stock prices would be going back up.
    Doc

    I would think the stock has dipped because of the second quarter earnings report but I’ll bet the good reports out of China will be enough to stop the bleeding and keep it from hitting a new 52 week low.
    gpjunk

    No, the earnings report has been out for weeks and the China news has been known for months. If anything, the market as a whole has been suffering so the WWE most likely was just hit by portfolio sell offs.

    Also, the WWE trended far above the DOW and S&P500 for the entire year until the second week in August. If anything, the downward pressure on the stock has really just been a correction for the overvaluation during the earlier part of the year. After all, those who invested high want to get some type of payout and the WWE looked like the best option in the portfolio.

    It’s the economy in general that’s hurting WWE stock. The market is down across the board with people shifting money from the stock market to bonds.
    Ted Arcidi’s singlet

    I’ll be willing to bet the hit in the stocks is in tune with the Q2 figures. WWE has done a successful FREE show in China, and is expanding, sure. But I would imagine that isn’t going to affect it right NOW, but will soon.
    Triple B

    TNA’s Top Selling Merchandise

    Time to stop doing TNA’s merch listing. Or do you just keep it there for yet another TNA punchline?>
    Gregson

    Well, the Journal holds out hope that TNA will realize the marketing potential they are giving up on a weekly basis and get their act in order. However, there is only so much time the Journal can stand, and two months does seem quite excessive.

    How bush league is the TNA website? Not to update the sales. Damn, maybe not that many people are buying TNA products….
    FormerTNAFan

    Who cares if TNA doesn’t update their website sales? I mean, obviously it effects this column, but in the grand scheme of things, it’s probably low on TNA’s priority list.
    Guest#9584

    It is an indicator of a well run business. It also shows a well run sales website – many sites have such lists to encourage others to buy. Not all customers come knowing what they want. The intellectual health of a company can often be measured from the details they attend to. TNA also keeps a rather large office staff. Since they do not seem to help much in marketing and raising customer awareness, this does raise questions as to what all those people actually accomplish. Especially since these lists are done by low paid employees and computer automation.

    It is one sign among many that Dixie does not run a tight ship. If they have aspirations of being number 1 or even being on a similar scale, they have many things to clean up on the business side.
    Guest#9678

    That’s the point the Journal has made several times when TNA has lapsed. The website is a marketing portal and the fact that they do not maintain it is an indicator that no one is watching the details on this business, especially on the marketing end. One of the major complaints about TNA is their lack of ability to market and here is an easy chance to do so. And there is no way that losing their Vice President of Marketing should have led to this. A regular website or marketing persons should be maintaining this list on at least a weekly basis. Heck, it is more than likely that the WWE has automated this, but TNA’s IT is probably not there yet.

    WWWE in China

    You’d think the addition of 1.5 billion customers would get at least a small raise from WWE’s stock…
    Guest#6506

    Potential customers nothing more, and even then it’s only the top 10% that have the disposable income to add to WWE return. As noted China is a market unlike anything WWE have worked in before, and it’s not just the BBC or News Corp but Google, Youtube and a whole host of others with much more weight than WWE that have run into problems.
    V

    Not to mention the NBA that has really been paving the way for everyone, especially the WWE. Last year the WWE and NBA toured around for potential sites to build arenas, so you can see how the infrastructure isn’t even there yet for the WWE to do what it wants. However, that day is coming sooner than later.

    Other Notes

    Just to let the trolls know, this reporter never posts under anonymous or “guest” names and is never afraid to face any real criticism. Heck, look at some of the things that were posted above. Of course, the most important term is “real”, which you seem to be lacking any ability of expressing and expounding upon. So the Journal is dropping this subject except for those who provide constructive feedback on a pertinent subject.

    Plenty more was written, so be sure to take a look. And if you enjoy the Journal, why not bookmark 411wrestling.com and make it your home page? You can do that by clicking here.

    CLOSING BELL

    This concludes Issue #153 (Volume 2) of THE HAMILTON AVE JOURNAL. Join us next week as we get ready to ring the bell again.

    Till then!

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