While Weese recently recommended that JSM and NASSM become more practitioner-oriented, Cuneen and Parks argued that JSM and NASSM need to maintain a more theoretically-oriented approach. Further, Cuneen and Parks agreed with Weese's suggestion that a new practitioner-oriented journal could be developed in order to meet the current needs of practitioners and to provide opportunities for both types of research. The authors of this paper would like to go further and suggest that it is important to allow for both types of research within the various content areas. However, despite the popularity of sport marketing in North America, there is currently only one practitioner-oriented journal specializing in this area. The authors of this paper believe that there is an immediate need for a theoretical sport marketing journal that, together with the Sport Marketing Quarterly, will contribute to the development of this content area.
D.F. Mahony is with the Department of Health Promotion, Physical Education, and Sport Studies at the University of Louisville, Louisville, Kentucky 40292. B.G. Pitts is with the Department of Physical Education at Florida State University, Tallahassee, Florida 32306-3045.