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The 200-MPH Billboard: The Inside Story of How Big Money Changed NASCAR | 
 enlarge | Author: Mark Yost
Creator: Brian Williams
Publisher: Motorbooks
Category: Book
List Price: $25.95
Buy New: $5.00
You Save: $20.95 (81%)
New (16) Used (12) from $0.58
Rating:  3 reviews
Sales Rank: 309220
Media: Hardcover
Edition: 1st
Pages: 320
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.1 x 5.7 x 1.2
ISBN: 0760328129
Dewey Decimal Number: 796.72
EAN: 9780760328125
ASIN: 0760328129
Publication Date: August 3, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
What began on the dusty racetracks of the rural South is now a world-class enterprise, as closely watched by Wall Street as by hometown racing fans. How NASCAR grew from its provincial roots to become a big business of international proportions is the story Mark Yost tells in The 200-MPH Billboard. A seasoned sports and business reporter for the Wall Street Journal and contributor to the New York Times and the Sports Business Journal, Yost demystifies the economics and politics behind NASCAR sponsorship. His book takes us behind the scenes of some of the head-turning corporate deals that altered the way NASCAR does business. From Junior Johnson's contract with Darrell Waltrip and Mountain Dew, which announced a significant change, to deals between the likes of Dale Jr. and Budweiser, Tony Stewart and Home Depot, NASCAR and Fox Television, this book clearly tracks the subtle and not-so-subtle transformations that corporate sponsorship has wrought in recent years. And it offers a rare insider's look at what these changes have meant for NASCAR and its devoted fans.
Book Description
How NASCAR grew from its provincial roots to become a big business of international proportions is the story this book tells. Sports and business reporter Mark Yost demystifies the economics and politics behind NASCAR sponsorship. He takes us behind the scenes of some of the head-turning corporate deals that altered the way NASCAR does business--from Junior Johnson’s contract with Darrell Waltrip and Mountain Dew to deals between the likes of Little E and Budweiser, Tony Stewart and Home Depot, NASCAR and Fox Television. And finally, his book gives us a clear idea of how corporate sponsorship has changed the very nature of NASCAR.
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| Customer Reviews:
 Good book but a few errors in the book February 23, 2008
nc race fan
0 out of 1 found this review helpful
I enjoyed the book overall but I am a devoted NASCAR fan and found some errors in the book. One being the Richmond race in 1987 and the book had Dale Earnhardt and Rusty Wallace crashing to give the lead and victory to Kyle Petty. The wreck involved Dale Earnhardt and Darrell Waltrip! The book kept stating Tide joined Darrell Waltrip in 1989! It was actually 1987! It said Jeff Burton was sponsored by MBNA but it was Ward Burton!
A Little Bit Shallow December 28, 2007
Chess Buddhist (Long Beach, California)
1 out of 1 found this review helpful
I used this book for a project in an MBA class on international marketing. For the project I studied Toyota's entrance into the Nextel Cup and its effects on the company's sales of Tundra pickup trucks. The chapter on Toyota offered some insights that I had not seen previously published.
Overall, the book gives a shallow treatment of the business of NASCAR. There are at least a handful of studies by economists that show the relationship between NASCAR and its fans. One study showed a 14% increase in the likelihood that a NASCAR fan would purchase an unfamiliar product if it was identified with the sport. Some of these studies run rather deep into the psychographics and demographics of NASCAR fans, but hardly any of this type of research is in this book. Those studies, while academic, can reveal to fans the ways in which NASCAR-related marketing is influencing their behavior.
Yost does track revenues and losses for pretty much the entire history of the sport in its organized form and charts the financial rollercoaster ride NASCAR took during the 1970s-1980s. "200-MPH Billboard" is not an academic study of NASCAR and its powerful affect on consumers, nor is it an in-depth expose on how deals are done in the sport. Rather, it's a brief tour of the industry plus a glimpse inside the exclusive hospitality suites of the biggest sponsors, like Goodyear.
This is a quick read for the fan who is perhaps not in business nor interested in the nitty-gritty economics of the sport, its marketing machine and the behavior of its fans as consumers.
 Interesting background October 11, 2007
Janlynn (Sussex, WI United States)
3 out of 3 found this review helpful
For the NASCAR fan, or for those who don't understand how millions of people can watch cars drive in circles for hours, this book reveals how big business drove the consumer to the racetrack. It provides a look at the fascinating history of the sport. While clearly well researched, I found the writing annoying when the author repeatedly makes a statement, followed by the words: but more about that later. You need an excellent memory to follow the thread of information.
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