A new entry from the Mexican WhatsApp Mesa de Acero feed made my phone buzz at 2:47 pm, local time in Buenos Aires on Thursday afternoon. I glanced down. Instantly the image of the latest Steelers Digest issue transported me back 35 years and 6000 miles away.
It was the summer of 1989 and I was in the magazine aisle at Superfresh (aka A&P) in Aspen Hill’s Northgate Shopping Center. There I rummaged through preseason football magazines, searching for my fix on Steeler news. In Street & Smith’s, opposite an article on the Steelers, I saw it – an advertisement for something called Steelers Digest.
- I didn’t subscribe to Steelers Digest that year, and it’s a decision I still regret.
(If you know the 1989 Steelers story, you’ll understand.) I don’t remember why. I probably didn’t have enough money on me to buy Street and Smiths and maybe it was gone by the time I could get back.
But I made sure to subscribe to the Steelers Digest for the next season and remained a subscriber until 2012 or 2013.
- In those days before the internet, Steelers Digest was a lifeline.
Although I was fortunate enough to live in places that had solid sports pages, Steelers Digest offered the lone source of Black and Gold centric-coverage.
The Digest typically arrived on Fridays, following a familiar format. Bob Labriola led with a full page column. A summary of the past week’s game followed along with statics. Then came interviews with players. Each week had at least one feature story tied to the season. Myron Cope had a half page column titled “Coping” until he lost his wife Mildred in 1994.
Chuck Noll and Mark Malone.
Other features were tucked further in. Vic Ketchman might have a feature on Steelers history – those were always clip and save stories. Former players such as Andy Russell and even Mark Malone would publish stories there. A Catholic Church on the North Side used to advertise mass schedules designed around Steelers games. Teresa Varley often did profiles on players or human interest stories that were always “can’t miss.”
At the end was The Overview, where Bob Labriola would print reader letters, offering what information he could about Steelers bars and responding to other questions just the way he does today in “Asked and Answered.”
Things were different then. The idea of getting a newspaper on Friday focused on last Sunday’s games seems quaint today. But back then, even though you knew the game’s results, like a fine wine, the in-depth, Steelers-focused analysis countered for its lack of freshness with maturity. In fact, the Digest’s arrival was highlight of the week.
- Differences extended beyond the timing and delivery.
The Digest got creative in ways that would backfire in the social media age. If memory serves, when my very first Steelers Digest arrived my mom announced, “There’s something in the mail for you that called ‘Steelers Digest’ with a guy in a Superman suit on it.”
- Sure enough, Rod Woodson was on the cover, outfitted in a Superman suit.
Can you imagine the reaction if Steelers.com tried to do something similar with T.J. Watt or Minkah Fitzpatrick today?
Yet, that wasn’t a one off for the Digest. As you can see above, another they led with a picture of Greg Lloyd with a Darth Vader helmet. In the fall of 1990, they featured Woodson, Carnell Lake, D.J. Johnson and Thomas Everett standing in the end zone at Three Rivers Stadium with orange barrels, stop signs and road blocks – that week’s feature was on Dave Brazil’s defense who were enjoying a phenomenal run in limiting touchdown passes (the run lasted for 15 games, until Cody Carlson torched them in the season finale at the Astrodome).
- The Digest also served as a means for differentiating serious Steelers fans from casual ones.
Living in the DC area, Baltimore (pre-Ravens), Boston and later Cincinnati, people would often see me wearing Steelers stuff, prompting spontaneous high fives. After that, the conversation evolved in one of two ways.
Franco Harris, Terry Bradshaw, Lynn Swann
You’d say something like, “Man, I LOVE Merril Hoge, I honestly think that they upgraded at fullback by bringing John L. Williams in” and the fan would either say, A. “Ah, man, I love the Steelers, but I’m not that up on today’s players. I just loved like Terry Bradshaw, Franco Harris, Lynn Swann,” or B. he’d dive into debating the nuances of the Hoge vs Williams dynamic.
- Group B fans were almost always Steelers Digest readers.
I continued subscribing to Steelers Digest, even after the advent of “the world wide web” provided access to papers like the Post-Gazette and Tribune-Review and later Steelers blogs. The Digest still offered exclusive features by writers like Mike Prisuta, Jim Wexell or Dale Lolley or exclusive interviews with Dan Rooney, Tom Donahoe or Kevin Colbert.
As time passed many if not most of those exclusives found their way on to Steelers.com – once as I was performing my Saturday night ritual of reading Bob Labriola’s column I realized it was the same column that he’d published on Monday after the game.
- And that’s when I allowed my subscription to lapse.
And that’s OK. Times change. Today a serious fan, from any corner on the globe, literally has a choice of hundreds, if not thousands of articles, videos or other forms of “content” about the Steelers. Quality may suffer in that sea of quantity, but you can still find it, if you look for it.
Would I go back if I could? Consider this: My first view of Bill Cowher came several days after he was hired when I spied a rumpled copy of the USA Today sitting on the floor of my dorm room at Loyola Maryland (Wynnwood Towers 905E if you must know.) In 2007, in the evening after work, I watched an on-line recording of Cowher’s retirement press conference from my apartment in Buenos Aires, Argentina.
- So no, I wouldn’t go back if I could.
But is it possible that for all we’ve gained, maybe we’ve also lost something too? I don’t know.
But I do know this: I miss the days when Christmas came in my mail box every Friday thanks to the Steelers Digest.
