When basketball great Michael Jordan announced his retirement in January, The Los Angeles Times ran a front-page story reviewing the projected financial impact on the NBA and quoting E.W. Scripps School of Journalism Professor Mel Helitzer. Had Jo rdan stayed in the NBA, Helitzer said in the Jan. 13 story, “every place he went, they would sell out. Every piece of junk they put his name on would sell like crazy.” Helitzer is author of The Dream Job: Sports, Publicity, Promotion and Marketing.
