The team of Schmidt and Berri – or Berri and Schmidt – has written a dozen academic papers thus far. Our latest to be published is entitled “What Takes Them Out to the Ballgame” and it appears in the May, 2006 issue of the Journal of Sports Economics. This work explores how consumer demand for baseball changed during the 20th century. Specifically, winning baseball games has become an increasing part of what consumers want from their home team. The story was different in the earlier part of the 20th century, where the relationship between wins and attendance was not quite as strong. As we state in the conclusion to this article: “In essence, America has moved from an innocent view of a national pastime to the view that baseball is but one more form of entertainment. If the entertainment fails to provide satisfaction, the fickle customer quickly moves on to more satisfying forms of recreation.” This is one story that does not appear in The Wages of Wins. Perhaps it will be part of the inevitable sequel.