From the NCAA's Champion Magazine, an intriguingly challenging read (mouse movement equals size of text/location on page - could be easier to print off p.48-55) on the women's game: Not the Same Game by Gary Brown.

Therein lies a conundrum: If the appeal of women's basketball rests with its intimacy, then can the nature of the game and its surroundings chage without alienating the bedrock fans who have loved the game for what it is?

It is the thorniest of questions, and the answer seems complicated.

However uncertain the course may be, those entrusted with developing women's basketball believe that the sport can thrive as its own brand. What's needed is a unique marketing model that attracts new fans without disenfranchising the loyal fans and admitting, with some level of comfort, that all basketball is not created equal.

Also in the issue, a little bit about the NCAA grant program to support programs/conferences increase attendance, "The house that Tennessee built," by Debby Jennings, "From wearing jumpers...to shooting them," that looks at the portrayal of players in media guides, and a sidebar, "It's all about resources," with marketing voices from Iowa State, California, Tennessee and Louisville.

A reminder to the NCAA and anyone else interested in growing the women's game -- it ain't always all about resources. Sometimes it's about creativity, passion, going the extra mile and thinking outside the box.

Case in point: Vermont's Director of Communications, Lisa Champange. From Media Coverage and the Alternatives: Paper, Pods, Streams, and Blogs

“The first thing we did was institute our e-newsletter,” said Lisa Champagne, Director of Athletic Communications at the University of Vermont. “Every sport has their own, and people can sign up for it free of charge. We’ve got over 400 people signed up [for women’s basketball] — fans, parents, and alumni. We put our entire athletic department on so all the other coaches know what each other is doing. We’ve even put our media on it to make information distribution more timely.”

Anything that’s put up on the Catamount’s website – press releases, team notes, special announcements – is sent to subscribers. “If the Burlington Free Press, our local paper, publishes an article about one of our kids, we’ll take a part and provide a link to the entire story. For instance, if there’s an article about Amy Rosenkrantz, who is from Tempe, Arizona, her parents will automatically know about it instead of her telling them.”

“You’ve got to be realistic,” cautioned Champagne. “When you go talk to an administrator and you’re at a mid-major level or a Division II or Division III, you can’t go and say, ‘Well, Tennessee does this…’ You have to figure out what works for you– and your constituency.” For instance, Champagne noted, her coaches wanted the media guide available in online. “In Vermont not everyone has high-speed internet. We still get calls in our office asking, ‘Can you send me a schedule?’ I say ‘Yes, but it’s available online,’ and they say, ‘I don’t have a computer.’ In this day and age when people think everyone’s wired and plugged in — it’s not the case.”

(Have you checked out the Vermont player Q&A's and the video on their NCAA tourney game v. UCONN?)

Another case in point? Voices from coaches from non-BCS schools and ACROSS the divisions: Building Attendance: Hand Shakes, Hoarse Voices and a Boost from the NCAA.

Kielsmeier is somewhat dismayed at colleagues who don’t, or won’t, extend themselves into area of promotion. “As coaches you want to make sure that you’re doing everything – the X’s and O’s – right, and try to do everything in your power to give your team as much chance to be successful. But how much do you truly market your program? Your players? And if you don’t,” he asked, “who’s going to? ‘Cause you’re the only one who can.”

“Coach Summitt,” underscored Bruno, “the winningest coach in college history, still goes out and works to bring people in to the stadium. That’s why when young coaches act like, ‘It’s the marketing department’s job….’” He trailed off. “You are the marketing department. You’re the front line.”

“Coaches are very busy people,” Femovich said. “Obviously their highest priority is to manage their current team and to recruit the incoming class. But I think first and foremost, there needs to be a willingness on behalf of the coach to say, ‘This is part of my job and I need to use my talents and abilities as best I can to help work in a collaborative way with the marketing people on my campus.’”

Which reminds me: Not that you're going to listen, but a suggestion for the Tulsa Shock. You must, must, MUST build a bridge between the college fans and your franchise. So, how about you offer a discount season subscription to all Big 12 season women's basketball subscribers?