The Southwestern Historical Quarterly, Volume 74, July 1970 - April, 1971 Page: 568
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Southwestern Historical Quarterly
gate revenue. The opportunities for financial loss are ever present,
while in good years the corporate profits tend to be small, but the
incidental and personal rewards are endless.
And so three professors at North Texas State University decided to
treat a serious subject seriously, not to concentrate on how fast Bob
Hayes could run, not to boo Don Meredith. They persuaded the man-
agement of the Dallas Cowboys, then only eight years old, to give
them access to their records and freedom to interview anyone in the
business and other divisions that comprise the organization which has
placed the Dallas Cowboys into league playoffs for five straight years
beginning in 1966.
In this process the trio of authors has managed to tell a concomitant
story of the further building of the community known as Dallas. Dallas
has long had pretensions toward being major league-in its wholesale
and retail stores, in its banking and insurance, in its symphony and
libraries, and so on. But there remains a large segment of the Amer-
ican public who will not accept major league status for a city until
it has been anointed in the sports world. Thus for decades Green
Bay, Wisconsin, an overgrown village that takes 13 below zero weath-
er in its stride, was major league, while Dallas, ten times its size, was
bush. Dallas is still not as major league as Houston, because it has
no major league baseball team, thanks to the pettiness of Judge Roy
Hofheinz and his Astrodome associates, who prefer Houston-building
But Dallas has come forward with a football team that has attracted
aficionados throughout the United States and Mexico. It has devel-
oped a skilled computerized scouting system that is the wonder of
professional football. The team has been accepted widely enough and
has won consistently enough to gain national detractors, one sure smell
of success. In the process the city of Dallas and the state of Texas
have reaped publicity that previously could only be gained by assassi-
nating a President or pulling off something spectacularly gauche and
Texan. Now the Dallas Cowboys are a civic necessity, partially under-
written by bond issues and dominating the entertainment life of
12,ooo,ooo Texans almost the year around. When we are not watching
them, or recovering from having watched them, or anticipating watch-
ing them, we spend our intervening months conducting post-mortems
on what went wrong and girding ourselves for next year's battles.
Many Texans have long decried the blood-letting at the Sunday
Here’s what’s next.
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Texas State Historical Association. The Southwestern Historical Quarterly, Volume 74, July 1970 - April, 1971, periodical, 1971; Austin, Texas. (texashistory.unt.edu/ark:/67531/metapth101200/m1/580/: accessed April 24, 2017), University of North Texas Libraries, The Portal to Texas History, texashistory.unt.edu; crediting Texas State Historical Association.