Reviewed by: Baseball and the Media John Carvalho George Castle. Baseball and the Media. Bison Books. 2007. 266pp. $39.95 "You can observe a lot by watching," longtime baseball veteran Yogi Berra supposedly said. Sportswriter George Castle has observed the Chicago baseball media scene for almost 30 years - even longer if you include his phase as a print-hungry teenager. He chronicles many of these observations and changes in his recent book Baseball and the Media(Bison Books). Castle is among those baseball fans and newspaper journalists who look back wistfully at the mid-20th century, when baseball ruled sports and newspapers were the dominant medium. Thus, it would be easy for newbiesto write off Castle as two-fer, nostalgic in his disdain for the new media mix of cable and satellite television, hyper-sports talk radio, Internet information overload, and the intrusion of uber-orchestrated NBA and NFL media operations. But Castle's insights deserve more respect. The tradition he seeks to preserve is not the preeminence of print and baseball, but the interplay of athlete, journalist and audience/fan that made baseball journalism so lively, even into the 1970s and 1980s. To Castle, the issue is not that the media choices are increasing; it's that the distance between athletes and journalists and fans is expanding - the result of higher-paid athletes, lazy journalists, and [End Page 83]a fragmented sports audience. And for a sport like baseball, the distance is even more tragic. As Castle writes, "Yet part of the age-old appeal of baseball is its accessibility, both in person to fans and through the media. If the mainstays of the sport ever become as distant [as other celebrities], something is lost forever." In examining its topic, Baseball and the Mediasucceeds locally, but struggles globally. When Castle comments on the national scene, however, he lacks the anecdotes and his observations don't seem to have the same punch or depth. But when Castle traces the aforementioned evolution in the Chicago sports media scene (he writes for the Times of Northwest Indiana), even beyond baseball, he brings institutional memory along with insight – though at times, especially in describing his own career, he indulges in ax-grinding. The result is a lively insider's look at a sports media stage populated by such characters as Cubs manager Leo Durocher, broadcasting gadfly Harry Caray, NBA superstar Michael Jordan, and White Sox owners Jerry Reinsdorf and Bill Veeck. The journalists involved might lack name recognition, but their professional ethics and character quirks are familiar and entertaining. Similarly, when he focuses on his fellow baseball beat reporters, he skillfully compares and contrasts a variety of approaches to team coverage in newspapers. But the trend is still the same: things ain'twhat the way they were. Journalists in every medium, however, would do well to heed Castle's warnings. At every level, "fans lose in today's coverage of the game" (to quote the subtitle), because of a lack of engaging information. Whether it's loud sports talk radio superstars reluctant to face the athletes they criticize or inexperienced young journalists thrown unprepared into a pro clubhouse, the result is journalists unwilling to dig deep and build source relationships, as their predecessors did. At times, like any sportswriter, Castle lapses into cliché. He calls veteran pitcher Jamie Moyer "ancient Mariner lefty" and says that Dayton Daily Newsbaseball writer Hal McCoy "can sense a [End Page 84]story at fifty paces." The book also lacks historical detail beyond Castle's institutional memory. But the book is not intended to be sports media history. It is an instructional book within a loose "problem/solution" structure, designed to bring baseball reporting back to where it was. For those who have lost sight of what lively interviews can bring to a sports article, Castle also demonstrates that. It's impossible and time-consuming to count the number of baseball players, journalists and team officials interviewed for this book. Suffice to say that Castle is not a sports radio word-gush, spouting opinions. His reporting is solid and he shows a talent for getting his sources to speak honestly. In their book...