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Practical Versus Pontifical

In April of 2010, The Journal of Sport Administration and Supervision announced an interesting partnership with trade journal The Sports Business Exchange. The relationship, which allows for cross-publication of selected articles about various sports business topics, came about when both sides noticed a lot of overlap in terms of content and core audience. According to JSAS editor Benjamin Goss, ‘‘The Sports Business Exchange audience of young practitioners is a primary target that we seek to influence with the whitepaper versions of JSAS articles. Certainly, academicians can utilize the perspectives of young professionals shared in TSBX with the next generation of entryand mid-level managers they’re training to help them successfully make the transition into the professional world’’ (‘‘The sports,’’ 2010). This is exactly the kind of industry–academic partnership that’s needed in broadcasting, especially on the academic side. For many years, our academic research has been too narrowly focused, too theoretical, and too ethereal to have any practical application for the broadcast industry. News directors and broadcast managers not only don’t read the Journal of Broadcasting and Electronic Media, the Journal of Radio and Audio Media, Journalism & Mass Communication Quarterly, and so on, they don’t even know these journals exist. They read trade publications such as Broadcasting & Cable and MediaWeek, because those industry magazines tell them what they need to know to help them survive in today’s media environment. By contrast,