If anyone needed proof that real sporting events were merely the foundation for an industry that took on a life of its own, the media's pursuit of sports-related news— regardless of its relevance to actual athletic endeavors— provided all one needed in examining the sports section of the morning newspapers. Pick a day, any day. Toward the end of the millennium, a typical fall day, in the heart of college and pro football seasons, at the beginning of college and pro basketball seasons, the front page of the sports section of the popular national newspaper, USA Today, had five articles. Only one of these stories was about an athletic event: "Jazz Hand Blazers First Loss 92-87." The other articles, including the two leads, were mostly about politics and money. The self-proclaimed "Cover Story" was titled, "Entering...