By Mark Liptak
White Sox Historian
In the winter of 2008, I had the chance to have a long conversation with Brooks Boyer of the White Sox front office. Brooks as many of you know, has a number of duties but most of his time is occupied with marketing and working with the White Sox broadcasters. I enjoyed this interview because I strongly sensed Brooks’ interest in my questions and he was willing to give detailed information on how the Sox look at things like promotions, ad campaigns and how broadcasters are hired. Much like Bob Grim’s interview this gives the fans a peek at how Sox decisions are made. And you may find particularly fascinating Brook’s thoughts on Sox fans in general. Much of his comments you’ll find are still relevant today.
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It is a challenging and often thankless part of any Major League Baseball operation. But in today’s game where so much of the “action” takes place off the field, it is of vital importance that your marketing department be first rate and increase any and all options to promote your franchise, which ultimately brings in more revenue.
For the White Sox, that area is handled by Brooks Boyer who has the official title of Vice President/Chief Marketing Officer.
What struck me as I spoke with him were his core characteristics. He was open, honest, candid, and funny. His passion for the White Sox organization and for his role in it came through loud and clear but what also struck me, and this surprised me, was Brooks’ desire to know as much about me as I did about him and his work. Throughout the interview he peppered me with questions like, ‘Where are you from in Chicago?’’ “What’s your honest opinion of ownership?” In addition, when I told him stories of incidents that happened to me regarding the White Sox or what some of the other interview subjects had to say about certain areas, he responded, “I love to hear those kinds...