Media misses mark on CLC’s top selling collegiate brands

In an all-too-typical move by the mainstream media, ESPN’s Heather Dinich reported today that NC State is not among the 75 top selling brand-name schools licensed by the Collegiate Licensing Company (CLC). Dinich’s blog post read:

Other schools ranked among the top 75 universities were:

No. 36 Maryland
No. 38 Virginia
No. 40 Georgia Tech
No. 48 Duke
No. 56 Boston College

And there you have it. You bought it.

Who’s missing?

Virginia Tech, Wake Forest and NC State.

Dinich is factually correct – NC State, Wake Forest and Virginia Tech were not amongst the top selling schools represented by CLC. Unfortunately for HD…being factually correct doesn’t make her blog entry accurate. State, Wake and VPI are not on CLC’s list because the three schools do not license under CLC!!!! (ooooohhhh….a swing and a miss…..)

NC State (and Wake and VPI) use use a company called Licensing Resource Group (LRG), as does many other schools. A Georgia Tech message board saved us a lot of research and listed the following schools that use RLG: Arizona State, Southern California, Indiana, Ohio State, Oregon, Michigan State, Iowa, Iowa State and Baylor.

Not surprisingly, our friends at WRAL who are building quite a shoddy reputation for quality on their blog also posted a similar story on their site. When you read it you will note that they appeared to have come in with a correction of their their omission at the end of the article (after our message boards and others jumped on the case.)

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22 Responses to Media misses mark on CLC’s top selling collegiate brands

  1. triadwolf 06/02/2010 at 1:27 PM #

    The error doesn’t surprise me as a Wolfpack fan. So the question still remains; how do we fare against the rest of the ACC in brand sales? I would hope we’re above GT and maybe UVA, but at this point BC probably has more national recognition than we do.

    I’m surprised to see Duke as low as they are; I know they don’t have a big alumi base, but I figure the Walmart fans would push them much higher.

  2. hoop 06/02/2010 at 2:04 PM #

    I was in Brentwood, TN last week and there were no Tennessee colleges represented. I did look around and see one NC State and two Duke shirts. Surprise, surprise, there was no Carolina apparel in site. Still, it made me wonder if I was even in Tennessee.

  3. choppack1 06/02/2010 at 2:26 PM #

    triad – that’s an excellent question.

    Of course, that question isn’t as good as why a reporter doesn’t do his/her homework. You just have to wonder – if this didn’t back up her “assumptions” – would she have accepted this at face value as she did these results.

    It speaks volumes of the profession. It’s also why it’s hard not to laugh at loud when “journalists” try to say the message boards are just a lousy place for information because the writers on said boards don’t have fact checks/aren’t doing good research etc.

    So, next time you see some dillweed from ESPN blast the blogosphere – just send them this link – that shows ESPN’s rep for the ACC doesn’t demonstrate the analytical skills better than the average message board poster.

  4. Dr. BadgerPack 06/02/2010 at 2:43 PM #

    I have plenty of theories on why journalists “don’t do their homework” and a lot of it stems from… I don’t believe they actually KNOW HOW to do research. It’s a meticulous process.

    Look at this board, for example. Scientists, engineers, etc. who had to learn how to do research. Research for peer-reviewed publications, where missing one key fact can result in a retraction, which is far more dubious in science than the journalists correction buried on page 12.

    At least I’d like to think that, because the alternatives are (a) idiocy and (b) not giving a crap.

  5. choppack1 06/02/2010 at 3:21 PM #

    Dr Badger – I’m not a scientist – but I have had to do cost-benefit-analysis before – and I have had to report on data before.

    I guess if I was doing it straight out of college – it MIGHT be as bad as this article – but I’d hope that a supervisor or someone above me might ask me some questions.

    Me – I don’t like being wrong if I’m supposed to be reporting facts. That’s my observation.

    Has she edited her response yet?

  6. Dr. BadgerPack 06/02/2010 at 3:46 PM #

    She had a correction posted earlier.

  7. Clarksa 06/02/2010 at 4:25 PM #

    Correction link –> http://espn.go.com/blog/acc/post/_/id/11591/clarification-on-brand-name-licensing-post

    I think this happens most every year…those who are new to the vast amount of information on the “NC State Internets” should be required to read and understand many things before they start posting any of their own links/articles/comments…such as:

    1) CLC vs LRG
    2) When will the football schedule be released – aka – I have to plan a fall wedding
    3) When will the basketball schedule be released
    4) Where will my parking be?
    5) When will they mail the tickets?
    6) etc.

    Who can add to the list?

  8. old13 06/02/2010 at 4:59 PM #

    Bottom Line: If you’re looking to get real “news” from the “media,” you’re barking up the wrong tree – across the board. Never in my experience has “journalism” been so interested in “selling newspapers,” or pushing their own agendas, rather than reporting actual, factual “news!” This is certainly no exception to that current trend.

  9. 61Packer 06/02/2010 at 7:23 PM #

    I’m in no way defending this report, but there is a message here, and it’s that the Wolfpack has a low sports profile in Division One.

    Outside of the area of NC from Greensboro to the coast, you will seldom see Wolfpack merchandise for sale or being worn.

    The Lee Fouler legacy is going to be a hard one to overcome, but it can happen, if we ever start winning again.

  10. john of sparta 06/02/2010 at 8:18 PM #

    my take…whatever you see for sale, are the leftovers.
    no Carolina? it sold out. Hoop was in TN…no UT or UNC.

  11. john of sparta 06/02/2010 at 8:23 PM #

    finally…Clarksa…you have my sympathy.
    Fall Weekend Weddings should be banned.
    shotgun weddings excepted.

  12. Clarksa 06/02/2010 at 10:09 PM #

    no no…not me…I was just listing topics that come up year after year after year…

  13. hball57 06/02/2010 at 10:45 PM #

    Well the company we use licenses Virginia Tech, USC, Ohio State, so the choice can’t be all bad.

  14. hoop 06/02/2010 at 11:04 PM #

    I neglected to mention that when I saw one NC State and two Duke shirts to the exclusion of everything else near Nashville, TN, it was in a Pei Wei restaurant. Key detail.

  15. Badinboarder09 06/03/2010 at 12:12 AM #

    I was wondering where the hell Ohio State was in the list and why “State University of New Jersey” was ahead of OSU and NCSt on her list. Thanks for insight SFN.

  16. Alpha Wolf 06/03/2010 at 8:50 AM #

    1) CLC vs LRG
    2) When will the football schedule be released – aka – I have to plan a fall wedding
    3) When will the basketball schedule be released
    4) Where will my parking be?
    5) When will they mail the tickets?

    Who can add to the list?

    6) Why isn’t Entrance Song for the football team _______?
    7) Why don’t we have live wolves!
    8. Why don’t we move back to Reynolds?

  17. ncsuinpa 06/03/2010 at 9:05 AM #

    FYI… State University of NJ is the official name of Rutgers. As for Fall weddings. I got married in Dec, so I thought no problem of conflicts. However, there was an early season non-conference Basketball game that was added late. We played Louisville when we were good and so were they (1983, the season after our national champ). I was able to see the 1st half on TV, but had to finally leave to get hitched. It was after Exams week, and it was an away game, I think. But my mom couldn’t figure out why I wasn’t at the church earlier…

  18. Zen Wolf 06/03/2010 at 1:20 PM #

    LIVE WOLVES!!!! I like your style Alpha Wolf.

    Could you imagine being led onto CF by a pack of wild wolves.

    I would crap my draws.

  19. john of sparta 06/03/2010 at 6:10 PM #

    Zen…the FIRST thing those wolves would do is:
    .
    .
    .
    wait for it.
    .
    .
    .

    mark their territory.
    then THEY would crap.

  20. CatawbaPete 06/06/2010 at 7:25 AM #

    Yes, State is licensed by LRG, but you are missing the overriding point that State is not selling merch at the level they should be. Why does this matter? The more merch you sell the bigger dollar deal you can expect from Nike, adidas or Under Armour.

    One of our biggest problems is that we have a group of people in our athletic department who are not pushing the envelope in pushing the State brand. Our SID office is a joke, our marketing is non existent, and our corporate group is entrenched in the 1980s and is not tied in on a national level.

    State is too inbred with people that have only worked at State and as a result the results are not popping the charts. We need to clean house with Uncle Jed’s departure and get some people on board who want to push the envelope and take State to the top.

  21. wolfman1959 06/06/2010 at 2:35 PM #

    Are you kidding me folks ? This crap started years ago when Cindy Sears appointed herself guardian of tradition,logos and licensing apparel. Remember the 3 “ratheads ” logo that was supposed to look like wolves ?? A BIG seller !! A switch from the CLC was a stupid mistake. She stated that the CLC had lost interest in promoting us ! What a joke !!
    As far as Heather Dinich goes ,What a big joke!! A part time blogger turned “expert” sports journalist !!! Really?? Check out her previous credentials…..she simply repeats what she has heard elsewhere and her report on us not making the top 75 in CLC’s best sellers is a prime example . WE are not with the CLC !!!!!!!! She has no valuable insight of her own at all !!

  22. wolfman1959 06/06/2010 at 2:41 PM #

    As far as our uniforms go, basketball seem at lleast ok to me. Football uniforms have been an absolute disgrace ever since we went with Adidas! They look horrible!! We have no numbers on the jersey sleeves like 99.9% of other BCS schools do and the overall look of the uniform reminds me of other schools practice uniforms!!! Go back and look at some pictures when were with Nike under Chuck Amato. At least we LOOKED like a 1st class football program.The current uniforms are a disgrace !!!!

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