For those trade show vendors interested in learning a different marketing perspective for your shows, the attached article will give you a few new wrinkles.
The article describes how the Greater Fort Wayne Chamber of Commerce will distribute 2,000 free Event Radio earpieces at their 2007 Business/Industry Expo & Conferences. The May expo is scheduled to be the first Indiana event to use the new technology.
For those unfamiliar with Event Radio, it allows organizers and sponsors to broadcast messages to those who attend trade shows, expos, sporting events, and museum exhibitions. So, while the attendees i.e. (your future customers) are roaming around the expo floor they are bombarded with a marketing message specific to your event. Further, as the organizers of that event found out, sponsors can be found willing to pay for the earpieces. Its a great marketing prop. Sponsors receive their logo id on each earpiece and can run targeted commercials during the broadcast. Its brilliance and something you could easily do to set yourself apart from the competition.
A Smash Hit Displays is constantly trying to separate ourself from our competition. We strive to achieve an aggressive price for high quality trade show displays and trade show graphics. If you are in need of trade show tips or suggestions please visit our website and other blogs.
Friday, January 12, 2007
Thursday, January 11, 2007
Tech firms strive to be seen at CES
For all you CES enthusiasts who can't read enough articles on the massive tech event, this one will wake you up to the fierce competition for attendees and fellow exhibitor's money and more important "attention".
The attached tech article details the fact most companies at the CES show don't have millions or even hundreds of thousands even to invest in the show. So, they must yell the loudest to be heard among the cluttered landscape.
It's typical of any show this size. The smaller exhibitors attempt to hire the best looking models, use flashing signs, and introduce product demos; essentially attaching more bells and whistles than the next guy, as well as, having the best give-aways for each attendee.
In addition to those bells and whistles, they must utilize their budget effectively if they're in the shallower end of the funding pool. So, like those techies, you should do your homework and attain the display that best suits your needs for your trade show.
A Smash Hit Displays specializes in first rate customer service. By customer service, I mean placing people with budgetary constraints with trade show booths, multi sided banner stands, flex flooring and more that meet their needs and stay within their monetary parameters.
The attached tech article details the fact most companies at the CES show don't have millions or even hundreds of thousands even to invest in the show. So, they must yell the loudest to be heard among the cluttered landscape.
It's typical of any show this size. The smaller exhibitors attempt to hire the best looking models, use flashing signs, and introduce product demos; essentially attaching more bells and whistles than the next guy, as well as, having the best give-aways for each attendee.
In addition to those bells and whistles, they must utilize their budget effectively if they're in the shallower end of the funding pool. So, like those techies, you should do your homework and attain the display that best suits your needs for your trade show.
A Smash Hit Displays specializes in first rate customer service. By customer service, I mean placing people with budgetary constraints with trade show booths, multi sided banner stands, flex flooring and more that meet their needs and stay within their monetary parameters.
Wednesday, January 10, 2007
How Does a Trade Show Work? Understanding the 4 Major Components
We love Julia O'Conner; President of Trade Show Training and resident trade show guru. Among her many talents, she writes articles which should be read by most trade show attendees as well as exhibitors. They are timely and pertinent to all matters concerning our industry.
For this particular article, Julia talks about the 150,000 trade shows in the US yearly and though most are different from one another they all share 4 basic components: Sponsors, Managers, Exhibitors and the Audience. The article continues to explain each component in depth.
As Julia often states, the more you know about how trade shows work, then the less confused and the more successful you will be. Patience, persistence, and homework go a long way towards achieving the rewards desired from each show.
A Smash Hit Displays agrees with Julia and will give our clients who call with trade show queries the answers they need to make an educated decision for their future trade shows. Whether our clients ask about 10' Straight Walls, 8' Pop Ups, or 10' x 20' Truss Systems we offer as much information as can be processed in order for them to make the best qualified decision and lessen their worries about their upcoming shows, as well as, enable them with more confidence to make the most of their trade show experience.
For this particular article, Julia talks about the 150,000 trade shows in the US yearly and though most are different from one another they all share 4 basic components: Sponsors, Managers, Exhibitors and the Audience. The article continues to explain each component in depth.
As Julia often states, the more you know about how trade shows work, then the less confused and the more successful you will be. Patience, persistence, and homework go a long way towards achieving the rewards desired from each show.
A Smash Hit Displays agrees with Julia and will give our clients who call with trade show queries the answers they need to make an educated decision for their future trade shows. Whether our clients ask about 10' Straight Walls, 8' Pop Ups, or 10' x 20' Truss Systems we offer as much information as can be processed in order for them to make the best qualified decision and lessen their worries about their upcoming shows, as well as, enable them with more confidence to make the most of their trade show experience.
Tuesday, January 09, 2007
One Size fits All
What a great article! I find the subject can be applied to our trade show industry as well! The article talks about our client's ideas and how sometimes marketing agencies have to alter those ideas in order to stay within a time-and-time again "reduced" budget. Further, advertising agencies or marketing gurus then get frustrated and some times pissed-off because they've invested too much time working on what was once a huge idea but due to those constraints have widdled it down to a much smaller one.
Sadly, having been involved in the television broadcast industry, I saw this occur on a daily basis. Though I firmly believe the honus can be placed on both parties. This is true because its up to the marketing team at hand to inform their client, based on their budgetary parameters, that their current idea needs to be lessened or the budget needs to be increased. But, that rarely happens because of each parties different perception concerning the situation or simply 'egos'.
I thought the article's scenarios play out on a weekly basis in the trade show industry and therefore resonated within me.
We, at A Smash Hit Displays, will often get asked to price a display(s) based on a customer's original idea, then based on budgetary requirements get asked to slice some of the fat away in order to make a dollar amount. Sadly, that is not always the way a trade show display should be purchased but its life. Evan and I are constantly asked to place our customers with the display that best suits their needs.
Those needs, both immediate and long term, due to the ever changing trade show environment are sometimes hard to meet while attempting to stay within our customer's budget. But, we do the best we can and most often come up with the perfect fit for our customers. Whether it's a truss system, series of banner stands, table top pop up display, or panel system exhibit our client walks away with the satisfaction they have received the best product for their trade show needs and equally important that their budget requirements have been met.
Sadly, having been involved in the television broadcast industry, I saw this occur on a daily basis. Though I firmly believe the honus can be placed on both parties. This is true because its up to the marketing team at hand to inform their client, based on their budgetary parameters, that their current idea needs to be lessened or the budget needs to be increased. But, that rarely happens because of each parties different perception concerning the situation or simply 'egos'.
I thought the article's scenarios play out on a weekly basis in the trade show industry and therefore resonated within me.
We, at A Smash Hit Displays, will often get asked to price a display(s) based on a customer's original idea, then based on budgetary requirements get asked to slice some of the fat away in order to make a dollar amount. Sadly, that is not always the way a trade show display should be purchased but its life. Evan and I are constantly asked to place our customers with the display that best suits their needs.
Those needs, both immediate and long term, due to the ever changing trade show environment are sometimes hard to meet while attempting to stay within our customer's budget. But, we do the best we can and most often come up with the perfect fit for our customers. Whether it's a truss system, series of banner stands, table top pop up display, or panel system exhibit our client walks away with the satisfaction they have received the best product for their trade show needs and equally important that their budget requirements have been met.
Monday, January 08, 2007
Got a great idea? Here's how to market it
The article referenced above struck my fancy because it talked about those want-to-be entreprenuers out there who come up with great ideas but don't know how to market them. The article referenced a young lady who had a good idea, little money, and a will to succeed. Persistence kept her focused and a little luck tied to the marketing power of a trade show conference got her idea noticed.
So, for all you trade show exhibitors out there who might have budding ideas of your own the following article will give you a concise decription of how to move it past the idea to the all important development stages. Just remember to be patient.
After reading the article, I realized A Smash Hit Displays site followed the tips referenced in that same article. If you want to read some great articles for tips and suggestions for your next trade show, check out our website.
So, for all you trade show exhibitors out there who might have budding ideas of your own the following article will give you a concise decription of how to move it past the idea to the all important development stages. Just remember to be patient.
After reading the article, I realized A Smash Hit Displays site followed the tips referenced in that same article. If you want to read some great articles for tips and suggestions for your next trade show, check out our website.
Friday, January 05, 2007
MacWorld 2007 feature presentations
For all you Apple junkies out there your wait is over. The Macworld trade show conference begins January 8th in beautiful San Francisco! For all the coolest gadgets and technology to hit the market in our immediate future from Apple look no further.
Keynote speaker is none other than Apple cheif Steve Jobs.
I'm not a huge Mac/Apple fan myself but understand all the fervor created through their magnificent series of commercials introducing their products as a need moreso than a want. If you ever worked or associated with anyone in the advertising world, you'll understand and appreciate that endeavor more than the average bear.
So, if you have the inclination or wherewithall to make the trip to our west coast or are already planning on attending have a great time and take a moment after to post a remark or comment about the show to this blog.
Ironically my father just presented my mother with an iPod "grande" for Christmas and she loves it. They're getting more and more acquainted with the software daily and should be pros in no time. I too utilized an iPod in the past and both understand and appreciate its brand dominance in that arena.
For all those looking to give your brand and image a boost and/or make a statement at your next trade show look no further than our website, A Smash Hit Displays. We offer American made products in categories such as truss systems, trade show flooring, and table top pop up displays at the lowest prices...
Keynote speaker is none other than Apple cheif Steve Jobs.
I'm not a huge Mac/Apple fan myself but understand all the fervor created through their magnificent series of commercials introducing their products as a need moreso than a want. If you ever worked or associated with anyone in the advertising world, you'll understand and appreciate that endeavor more than the average bear.
So, if you have the inclination or wherewithall to make the trip to our west coast or are already planning on attending have a great time and take a moment after to post a remark or comment about the show to this blog.
Ironically my father just presented my mother with an iPod "grande" for Christmas and she loves it. They're getting more and more acquainted with the software daily and should be pros in no time. I too utilized an iPod in the past and both understand and appreciate its brand dominance in that arena.
For all those looking to give your brand and image a boost and/or make a statement at your next trade show look no further than our website, A Smash Hit Displays. We offer American made products in categories such as truss systems, trade show flooring, and table top pop up displays at the lowest prices...
Thursday, January 04, 2007
Southeast Regional Fruit and Vegetable Winter Conference set for Jan 5-7
For those of you vendors and supplier in the fruit and vegetable arena, we have the trade show for you in Savannah, Ga, January 5-7. It's the largest of its kind in the Southeastern USA and features the latest in industry technology plus special production and marketing sessions from agricultural scientists. There will also be more than 60 hours of production training, pest management information, and marketing updates are offered to attendees.
This show would be a great way to educate yourself further in your industry.
We, at A Smash Hit Displays, are here to keep our customer base informed about the latest technology and shows available around the trade show industry. For the lastest in trade show accessories, panel or pop up systems for your upcoming shows take a look at our website or give us a call 800-762-9854.
This show would be a great way to educate yourself further in your industry.
We, at A Smash Hit Displays, are here to keep our customer base informed about the latest technology and shows available around the trade show industry. For the lastest in trade show accessories, panel or pop up systems for your upcoming shows take a look at our website or give us a call 800-762-9854.
Wednesday, January 03, 2007
Survey Reveals Most Exhibitor Staff Training is Hit or Miss
Our good buddy Susan Friedmann, The TradeShow Coach, posted an article a while back on her site referencing a survey of why companies conduct their sales staff training for exhibitor trade shows. The questionnaire focused on how often companies conduct exhibitor training, why they conduct the training, how long it lasts, what materials are included, when and where is the training conducted, who attends, who conducts the training, and finally, its impact on overall results..
The article gave some good tidbits and interesting numbers for those who might be considering such marketing. To give you an idea, I found it interesting that 86% of ALL training was accomplished in less than 2 hours. Further, 50% of the respondents said their training was iniated right before the show. It's amazing how we might start out with the best intentions of getting things done well ahead of time but we get caught up in our daily lives and leave items like training till the last second.
For those interested in some staggering and not-so-staggering numbers take a read.
Remember you can find an interesting trade show article daily on A Smash Hit Displays website where we sell anything related to the trade show industry from flooring, to pop up displays, to truss systems.
We strive to keep our content fresh and relevant to the industry at hand.
You can also find similar articles and how my business partner, Evan Owen, feels they're relevant on his respective blog http://trade-show-display-booths.blogspot.com .
The article gave some good tidbits and interesting numbers for those who might be considering such marketing. To give you an idea, I found it interesting that 86% of ALL training was accomplished in less than 2 hours. Further, 50% of the respondents said their training was iniated right before the show. It's amazing how we might start out with the best intentions of getting things done well ahead of time but we get caught up in our daily lives and leave items like training till the last second.
For those interested in some staggering and not-so-staggering numbers take a read.
Remember you can find an interesting trade show article daily on A Smash Hit Displays website where we sell anything related to the trade show industry from flooring, to pop up displays, to truss systems.
We strive to keep our content fresh and relevant to the industry at hand.
You can also find similar articles and how my business partner, Evan Owen, feels they're relevant on his respective blog http://trade-show-display-booths.blogspot.com .
Tuesday, December 05, 2006
Bored with your current life, imagine living a second
After reading an article the other day regarding people enjoying second lives via cyberspace, my scope of imagination was stretched a bit. For those of you bored with your current life and willing to shed such for a second skin... your time has arrived. From a purely trade show perspective, this land of imagination could be adapted to create a realm entirely devoted to the trade show industry or any industry for that matter. For our sake, we'll continue along this tact seeing as it is our livelihood.
That above-forementioned 'cyber world' is reality and it's called 'Second Life'. New arrivals have the opportunity to create an avatar, or visual persona, which can be as weird or wonderful as their imagination permits. Upon creation of a new life you are guided through three-dimensional landscapes through which you can chat - via a keyboard and speech-bubbles - to other avatars, purchase virtual land and teleport yourself anywhere you desire. The result, according to one "travel guide" to Second Life, is "a world of endless reinvention where you can change your shape, your sex, even your species as easily as you might slip into a pair of shoes back home." The most visually impressive of the new generation of social-networking sites are fueling a resurgence of commercial interest in the web, and have brazenly placed its methods into the popular imagination.
Second Life is, according to its website, "a 3-D virtual world entirely built and owned by its residents" and a "vast digital continent, teeming with people, entertainment, experiences and opportunity".
My take is such. Instead of posturing and procuring a higher-than-mighty position to argue the spiritual and social ramifications involved, I've decided to go a different route. Why not apply the idea to a space devoted soley to trade shows. I know give it a minute to settle and resound within you.
Instead of physically traveling to and from the trade shows, advertising agencies, marketing outlets and company websites, one could simply shapeshift within a new world to find anyone and everything associated with the trade show industry. Now, in order for this to be accepted those partaking would have to be members already of the trade show fraternity. Though I'm not sure how you could police that requirement that in itself would allow this space to thrive with a bit of reality as opposed to the 'Second Life' alter ego which is growing based on anonymity. Further, you'd have the opportunity to leave your home, office, cafe, etc less often than in the past because of this spacious domain. Think of the work which could be accomplished from the time saved from the many forms of transportation which wouldn't need to be used with the same level of continuity.
Why would one want to do such a thing? Because they could. It seems to me if any 9 year old can market him or herself and/or their video on a third party website for anyone to peruse just by a keystroke, then there would be those out there curious about a cyberland where the future of the trade show arena is constantly evolving due to the user's imagination.
A stretch... of course, but no more so than those living a second life within a territory only bound by the parameters of your mind.
That above-forementioned 'cyber world' is reality and it's called 'Second Life'. New arrivals have the opportunity to create an avatar, or visual persona, which can be as weird or wonderful as their imagination permits. Upon creation of a new life you are guided through three-dimensional landscapes through which you can chat - via a keyboard and speech-bubbles - to other avatars, purchase virtual land and teleport yourself anywhere you desire. The result, according to one "travel guide" to Second Life, is "a world of endless reinvention where you can change your shape, your sex, even your species as easily as you might slip into a pair of shoes back home." The most visually impressive of the new generation of social-networking sites are fueling a resurgence of commercial interest in the web, and have brazenly placed its methods into the popular imagination.
Second Life is, according to its website, "a 3-D virtual world entirely built and owned by its residents" and a "vast digital continent, teeming with people, entertainment, experiences and opportunity".
My take is such. Instead of posturing and procuring a higher-than-mighty position to argue the spiritual and social ramifications involved, I've decided to go a different route. Why not apply the idea to a space devoted soley to trade shows. I know give it a minute to settle and resound within you.
Instead of physically traveling to and from the trade shows, advertising agencies, marketing outlets and company websites, one could simply shapeshift within a new world to find anyone and everything associated with the trade show industry. Now, in order for this to be accepted those partaking would have to be members already of the trade show fraternity. Though I'm not sure how you could police that requirement that in itself would allow this space to thrive with a bit of reality as opposed to the 'Second Life' alter ego which is growing based on anonymity. Further, you'd have the opportunity to leave your home, office, cafe, etc less often than in the past because of this spacious domain. Think of the work which could be accomplished from the time saved from the many forms of transportation which wouldn't need to be used with the same level of continuity.
Why would one want to do such a thing? Because they could. It seems to me if any 9 year old can market him or herself and/or their video on a third party website for anyone to peruse just by a keystroke, then there would be those out there curious about a cyberland where the future of the trade show arena is constantly evolving due to the user's imagination.
A stretch... of course, but no more so than those living a second life within a territory only bound by the parameters of your mind.
Tuesday, November 07, 2006
Magic's Life Altering Announcement
I have never copied or pasted an article verbatim into this blog but today I found it significant to paste a portion. Magic Johnson, was one of the most electrifying athletes I'd ever seen and was an idol. He was someone I emulated on the basketball court and can remember his AIDS announcement; which now seems like ages ago.
It's amazing to think that event was 15 years ago. What strikes me as even more astounding was what Magic has done in the period of time since. It seems his passion and work ethic have only intensified over the years when it came to helping others who were less fortunate. If you have a few moment's take the time to read the article posted below. Maybe it will affect you the way it did me.
Elliot Kalb's article reflects what I feel many of us believed about Magic and what he meant for our generation.
Every generation, it seems, has a moment in time in which something happens that affects everyone.
For folks a little older than me, there was a November day in 1963, when news of President Kennedy's assassination shocked the world.
Photo Gallery...Magic: The last 15 years
For my generation, it was a November afternoon in 1991, 15 years ago when a different shocking announcement literally changed the world.
The announcement, of course, was that Earvin "Magic" Johnson, a basketball player for the Los Angeles Lakers, was retiring because he had tested positive for the human immunodeficiency virus (HIV). Everyone remembers where they were when they heard the news. This wasn't just any basketball player, or any retirement. And this wasn't just any disease.
At the time, the announcement sounded very much like a death sentence for Magic. At the time, it was. One headline the following day to a sidebar story on Magic was chillingly succinct: "Magic's life expectancy uncertain." That article began this way: "Now that Magic Johnson has been diagnosed as having the virus that causes AIDS, he could live for as little as months or for as long as a decade, physicians said ..."
On a subliminal level, it was the end of a lifestyle that many men (not just professional athletes) engaged in. No longer would it be possible to have multiple sex partners without thinking of — or paying — the consequences. The same week that Johnson announced that he had tested positive from having unprotected sex with women, Wilt Chamberlain (one of the very best players in NBA history) was promoting his book, in which he claimed to have had sex with 20,000 different women. AIDS had been in the public consciousness since 1981, but at the time it was largely viewed as a disease that only homosexual men contracted.
"Every person remembers where they were when they found out," New York Knicks coach Isiah Thomas said recently. "He told me and Mark (Aguirre) and we talked and cried."
Even other NBA players who were in the league at the time who weren't close friends with Johnson were still stunned by the news.
"I was with Portland at the time, real early in my career," Robinson recalled. "I heard about it before the press conference, and just prayed that it was just a rumor. I didn't believe it. The only thing comparable to me was hearing the news that Len Bias had died suddenly. You just didn't want to accept the news. I felt for him."
I watched Earvin's press conference from Madison Square Garden, where the Knicks had a game that night. To say the entire Garden was deflated was to put it mildly. I remember being surprised a few months earlier, in June at the 1991 NBA Finals, when I had read an article that talked about a healthy but aging Magic Johnson possibly playing only one or two more years. It didn't seem possible, as Magic had finished 1991 as second in the MVP voting to Michael Jordan.
Magic in both times sad (at his announcement that he was HIV-positive in 1991) and happy (at a recent ceremony in which Lakers owner Jerry Buss received a star on the Hollywood Walk of Fame).
I had been part of the television network coverage for the 1991 McDonald's Open — an international basketball competition featuring an invited NBA team (this time, the Lakers) against champion clubs from other countries. I learned that Magic Johnson was a very popular figure in Europe — far bigger than I had imagined. He was one of the most famous — and popular and beloved — figures in the world. All I could think of when watching the Nov. 7 press conference on television was the movie Pride of the Yankees, when a dying Lou Gehrig told the Yankee Stadium crowd, "Today, I consider myself the luckiest man on the face of the earth." I heard the words coming from Magic, about how it could happen to anyone. I heard Magic say that he's going to go on, and beat it. I heard how he vowed to become a spokesman for the disease.
I admired how he stood up and announced his fate to the world. I admired his courage, but thought it was an act. He couldn't have been so upbeat. How could any 32-year-old newly married man with so much to live for be so upbeat announcing this news?
But he was ... and has been since that day 15 years ago.
Soon after his retirement, I had a chance to work with him when he became a television analyst. He put everyone at ease. He talked to everyone on a personal level. How could I hope to have a conversation with one of the most powerful and recognizable figures in the world, for instance?
Magic made it impossible to be anything but your best friend. He remembered your favorite NFL team. He shared stories about his wife telling him he was gambling too much at the casinos. Even Magic had fears and worries about parenting toddlers, and worrying about their safety. If Magic noticed that all of a sudden, someone was taping and labeling his water bottles, he never let on.
And he did more than just talk basketball, or fight the disease for himself. He did more than any politician could have done to raise money and increase awareness for the HIV/AIDS pandemic. There's only been one athlete (Muhammad Ali) that comes close to doing as much for the worldwide community as Johnson has accomplished. The difference is that Magic has gotten bigger (literally and figuratively) after announcing his HIV. Ali — still a revered and beloved worldwide figure — shows the effects of Parkinson's disease. Magic still has his voice, and his body, and his smile.
Earvin has revitalized neglected communities by bringing Magic Johnson Theatres and retail centers into inner cities. He opened a series of 24-hour Fitness Magic Johnson clubs in minority areas. He had done everything from launching a platinum recording artist to hosting a talk show. His Magic Johnson Foundation raises money to fund community-based organizations serving the educational, health, and social needs of children residing in inner cities communities and HIV/AIDS organizations specializing in education, prevention, and care.
"It will be hard to find a person who has gotten more out of every single day of his life," said longtime friend Thomas.
According to the Center for Disease Control, at the end of 2003, over a million persons in the United States were living with HIV/AIDS, with 24-27% undiagnosed and unaware of their HIV infection. CDC has estimated that approximately 40,000 persons become infected with HIV each year in the United States. No longer is it the shocking apparent "death sentence" that it was not a generation ago. There are powerful combinations of drugs that have allowed patients — with far less resources than Johnson — to lead normal lives, while managing their HIV.
I am not a person that lives their life believing in preordained fate. Yet it is hard to believe anything else other than Magic Johnson being destined to test positive for this disease for a reason.
Magic has spent the last third of his life in the public eye fighting his HIV, after spending the previous 15 years thrilling the world on the basketball court, both at the college level and in the NBA. This is one anniversary — and one life — that should be celebrated every year.
It's amazing to think that event was 15 years ago. What strikes me as even more astounding was what Magic has done in the period of time since. It seems his passion and work ethic have only intensified over the years when it came to helping others who were less fortunate. If you have a few moment's take the time to read the article posted below. Maybe it will affect you the way it did me.
Elliot Kalb's article reflects what I feel many of us believed about Magic and what he meant for our generation.
Every generation, it seems, has a moment in time in which something happens that affects everyone.
For folks a little older than me, there was a November day in 1963, when news of President Kennedy's assassination shocked the world.
Photo Gallery...Magic: The last 15 years
For my generation, it was a November afternoon in 1991, 15 years ago when a different shocking announcement literally changed the world.
The announcement, of course, was that Earvin "Magic" Johnson, a basketball player for the Los Angeles Lakers, was retiring because he had tested positive for the human immunodeficiency virus (HIV). Everyone remembers where they were when they heard the news. This wasn't just any basketball player, or any retirement. And this wasn't just any disease.
At the time, the announcement sounded very much like a death sentence for Magic. At the time, it was. One headline the following day to a sidebar story on Magic was chillingly succinct: "Magic's life expectancy uncertain." That article began this way: "Now that Magic Johnson has been diagnosed as having the virus that causes AIDS, he could live for as little as months or for as long as a decade, physicians said ..."
On a subliminal level, it was the end of a lifestyle that many men (not just professional athletes) engaged in. No longer would it be possible to have multiple sex partners without thinking of — or paying — the consequences. The same week that Johnson announced that he had tested positive from having unprotected sex with women, Wilt Chamberlain (one of the very best players in NBA history) was promoting his book, in which he claimed to have had sex with 20,000 different women. AIDS had been in the public consciousness since 1981, but at the time it was largely viewed as a disease that only homosexual men contracted.
"Every person remembers where they were when they found out," New York Knicks coach Isiah Thomas said recently. "He told me and Mark (Aguirre) and we talked and cried."
Even other NBA players who were in the league at the time who weren't close friends with Johnson were still stunned by the news.
"I was with Portland at the time, real early in my career," Robinson recalled. "I heard about it before the press conference, and just prayed that it was just a rumor. I didn't believe it. The only thing comparable to me was hearing the news that Len Bias had died suddenly. You just didn't want to accept the news. I felt for him."
I watched Earvin's press conference from Madison Square Garden, where the Knicks had a game that night. To say the entire Garden was deflated was to put it mildly. I remember being surprised a few months earlier, in June at the 1991 NBA Finals, when I had read an article that talked about a healthy but aging Magic Johnson possibly playing only one or two more years. It didn't seem possible, as Magic had finished 1991 as second in the MVP voting to Michael Jordan.
Magic in both times sad (at his announcement that he was HIV-positive in 1991) and happy (at a recent ceremony in which Lakers owner Jerry Buss received a star on the Hollywood Walk of Fame).
I had been part of the television network coverage for the 1991 McDonald's Open — an international basketball competition featuring an invited NBA team (this time, the Lakers) against champion clubs from other countries. I learned that Magic Johnson was a very popular figure in Europe — far bigger than I had imagined. He was one of the most famous — and popular and beloved — figures in the world. All I could think of when watching the Nov. 7 press conference on television was the movie Pride of the Yankees, when a dying Lou Gehrig told the Yankee Stadium crowd, "Today, I consider myself the luckiest man on the face of the earth." I heard the words coming from Magic, about how it could happen to anyone. I heard Magic say that he's going to go on, and beat it. I heard how he vowed to become a spokesman for the disease.
I admired how he stood up and announced his fate to the world. I admired his courage, but thought it was an act. He couldn't have been so upbeat. How could any 32-year-old newly married man with so much to live for be so upbeat announcing this news?
But he was ... and has been since that day 15 years ago.
Soon after his retirement, I had a chance to work with him when he became a television analyst. He put everyone at ease. He talked to everyone on a personal level. How could I hope to have a conversation with one of the most powerful and recognizable figures in the world, for instance?
Magic made it impossible to be anything but your best friend. He remembered your favorite NFL team. He shared stories about his wife telling him he was gambling too much at the casinos. Even Magic had fears and worries about parenting toddlers, and worrying about their safety. If Magic noticed that all of a sudden, someone was taping and labeling his water bottles, he never let on.
And he did more than just talk basketball, or fight the disease for himself. He did more than any politician could have done to raise money and increase awareness for the HIV/AIDS pandemic. There's only been one athlete (Muhammad Ali) that comes close to doing as much for the worldwide community as Johnson has accomplished. The difference is that Magic has gotten bigger (literally and figuratively) after announcing his HIV. Ali — still a revered and beloved worldwide figure — shows the effects of Parkinson's disease. Magic still has his voice, and his body, and his smile.
Earvin has revitalized neglected communities by bringing Magic Johnson Theatres and retail centers into inner cities. He opened a series of 24-hour Fitness Magic Johnson clubs in minority areas. He had done everything from launching a platinum recording artist to hosting a talk show. His Magic Johnson Foundation raises money to fund community-based organizations serving the educational, health, and social needs of children residing in inner cities communities and HIV/AIDS organizations specializing in education, prevention, and care.
"It will be hard to find a person who has gotten more out of every single day of his life," said longtime friend Thomas.
According to the Center for Disease Control, at the end of 2003, over a million persons in the United States were living with HIV/AIDS, with 24-27% undiagnosed and unaware of their HIV infection. CDC has estimated that approximately 40,000 persons become infected with HIV each year in the United States. No longer is it the shocking apparent "death sentence" that it was not a generation ago. There are powerful combinations of drugs that have allowed patients — with far less resources than Johnson — to lead normal lives, while managing their HIV.
I am not a person that lives their life believing in preordained fate. Yet it is hard to believe anything else other than Magic Johnson being destined to test positive for this disease for a reason.
Magic has spent the last third of his life in the public eye fighting his HIV, after spending the previous 15 years thrilling the world on the basketball court, both at the college level and in the NBA. This is one anniversary — and one life — that should be celebrated every year.
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