Shining a Spotlight 1.18.07: The PWI Awards

Back when I was getting to be a fan in the mid-1980’s, a major source of information was what has become termed “the Apter mags.” Pro Wrestling Illustrated, Inside Wrestling, the Wrestler, Sports Review Wrestling, Wrestling Superstars, I used to get them all. I particularly loved the last book, a quarterly that would do “Superstar Dream Matches” (about 80% of which, ironically, ended up eventually happening). Bill Apter was the most visible face for the company of books, acting as editor in chief and often appearing on some TV shows for AWA and NWA, thus the “Apter mags” term.

As I said, I loved reading the magazines. While they would focus on the “Big Three” of WWF, NWA and AWA, they would also cover quite a lot of the smaller promotions and international scenes. Thanks to them, I got more info on places like Florida and World Class than I would have through TV, which enhanced my love of the business.

When I had surgery on my foot back in 1987, my parents, as a “get-well” gift, got me a two year subscription to Inside Wrestling and The Wrestler. I would love the big looks they’d do at things like supercards and great matches of the past. PWI in particular would take advantage of various supercards taking place around the same time (Wrestlemania, Crockett Cup, Parade of Champions) to do a special issue highlighting them, which I’d always try to collect.

And then there were the columnists. You had Apter and Stu Saks doing big reports but you also had various columnists with unique quirks. Dave Rosenbaum, for example, was usually a level-headed guy but had a bizarre infatuation with the Honky Tonk Man (even going so far as to call HTM’s victory over Ricky Steamboat for the IC title the greatest match of the last ten years). Eddie Ellener was a sullen guy who would usually back the heels but still show respect for the likes of Ricky Steamboat while hating HTM. Then there was Matt Brock, a grizzled veteran who’d talk about the past a lot and seemed to be the wrestling version of Hunter S. Thompson.

As you’ve no doubt guessed by now, as far as the Apter mags were concerned, everything about wrestling was totally for real and they treated it as such. They would discuss business things like Vince McMahon really owning the WWF but for the most part, they went out of their way to sell the reality of things to the fans. They didn’t even use the terms “faces” and “heels” but rather “fan favorites” and “rulebreakers.” For the most part, they talked about stuff in NWA and AWA, which recognized them. WWF, of course, had their own magazine and didn’t really do much for the Apter mags once Vince began his expansion. But the Apter mags would still do a lot on WWF to sell things. I remember one story where they acted like Ted DiBiase really was rich enough to buy the WWF and others where they would help do “backstory” on WWF angles.

While it’s never been proven, a lot of people suspected NWA was really tied in with the magazines. They would use them often to sell anything from new stars to hot stories and angles and even try to be used to sway the fanbase. I remember back in 1990, when NWA/WCW started to push down Ric Flair, the Apter mags would follow, talking about how Flair was about done and “school is out.” So naturally, they were seen as having to eat crow when Flair regained the title in early 1991 and kept on going for quite a while yet.

The Apter mags were hot for a while for fans, especially of the smaller promotions who got coverage. They were among the first to really push for ECW when it started and kept on giving attention to AWA, USWA and Smokey Mountain until those promotions went under. The dip in the sport’s popularity in the early 1990’s did lead to a slow of sales and the cancellation of some of the secondary mags. But the Apter mags did keep on going.

However, like pretty much everything, the coming of the Internet changed things for the mags forever. The most obvious problem was that now fans didn’t have to wait two months or (if you used their weekly magazine) days to get information on cards but could get them instantly. Far more importantly, however, was the rise of the Internet wrestling community led to the breaking of the kayfabe that Apter had long instilled as more and more fans got to realize how fixed the business was. However, the mags kept right on going, still talking of it as a “sport” even when WWF and WCW themselves began to openly talk about angles and such. More and more, the Apter mags started to resemble the main characters in Ready to Rumble (yes, I have seen it), still clinging to the idea it’s all for real despite all the evidence around them.

Worse, the Apter mags themselves began to come under attack as people started to pull back the curtain and reveal their own secrets. As it turned out, there was no “Matt Brock,” a fact that should have been guessed as the man appeared to be perpetually in his 50’s. Also fake were female writer Liz Hunter, “WWF insider” Thomas Pillard and “sports psychologist” Sidney M. Basil. Many writers had posed as these people over the years for columns, which gave the magazine staff the illusion of being bigger than it really was. It would also soon be known that many of their “press conferences” and “interviews” were made up of whole cloth to keep the wrestlers in character. Needless to say, this threw what little “journalistic integrity” the mags held totally out the window.

Apter himself left the mags in 2000 to start WOW! which would openly talk about the backstage goings-on. However, it only lasted a couple of years. Today, the magazines seem to have struck an odd balance between kayfabe and open talking about the business. They still have articles from “Brock” on the road in grizzled fashion. They also talk openly in the openings of the magazines about big events with backstage terms. However, the articles still sell that things are mostly for real. This has led to weird couplings like the fact they’ll talk about Jim Cornette’s mother as “Mama Cornette,” the rich woman who instilled fear in her son’s heart…despite the fact they did an obit revealing the woman was actually a quiet, middle-class gal.

Still, the Apter mags do deserve props for giving more recognition to the smaller promotions. They were the first to give TNA and ROH big coverage and pushing both. They still cover the international scene in Japan and Mexico better than most anyone and their rankings include listings of several smaller promotions around the country with their champions. It’s nice to see someone still showing that there’s more than three or four promotions out there.

While I dropped buying the mags regularly in the mid-90’s, there is still one issue every year I have to get: the year-end issue of Pro Wrestling Illustrated. This issue shows the balance the magazines today have struck as it still talks in kayfabe terms but will also discuss the business end of things with creative teams often mentioned (and criticized). This year’s issue, in fact, talks about Paul Heyman leaving WWE while giving props to Bobby Lashley for becoming ECW champion.

One thing that hasn’t changed with PWI is that they still have a bit of arrogance to them. Even back in the pre-Internet days, they’d go about and talk about their awards being “The Oscars of this sport,” which everyone wanted. They’d often go around getting photos of wrestlers with their plaques for publication in the issue itself. It would usually be just AWA and NWA as WWF pretended no other magazine but their existed. But in 1996 through 1998, they would indeed have WWF stars holding the PWI plaques for photos in the magazine, which is an interesting story I wish someone would tell in more detail.

Of course, to most of the fanbase, the awards can seem…well, a bit of a joke. Part of that is the fact that they don’t actually count the entire year. While they have improved, it used to be that their year-end issue would only cover events going up to late October. Naturally, this meant factors that could shift voting in some categories weren’t an issue. It’s also the reason so many terrific November-December matches were not in the running for Match of the Year. So you’d get situations where 1983’s MOTY was Harley Race beating Flair for the NWA title rather than the far superior Starcadde ’83 match. The “smart” mags like the Wrestling Observer would indeed wait till the year was closer to being out in order to give out awards. You’d also have stuff like Tully Blanchard and Arn Anderson named Tag Team of the Year in 1989 while both had left WWF by the time the issue came out. Yet, to hear PWI tell it, the awards still have more merit than any other in wrestling.

A fun argument is how much of the Awards are fixed. Many will claim that the whole “fan ballot” is complete crap, that the magazine just randomly picks them out. Others argue they use a fixed ballot that caters more to the fanbases of the major companies. I’m still torn because while some awards do indeed seem fixed, others are so wild no wrestling writer would come up with them. One thing that should be notable is that it used to be PWI would list exactly how many votes that each winner and the three runners-up got. However, in 2002, they switched to showing what percent of the vote, each received. Many believe that this was an attempt to cover how their readership had fallen. I do think some votes are counted because back in 1995 and ’96, I wrote in my votes along with their whacky “Unofficial/Official Awards” and a couple of the latter were published each year so they do at least read the letters.

Now, you can make a case that a lot of times, PWI was really in WCW’s pocket when they made some choices. One of the best examples would have to be 1992 when the Rookie of the Year was Erik Watts who, aside from the fact he was only getting a push because his dad was in charge, didn’t make his debut until the summer. There was also 1994 when Wrestler of the Year was Hulk Hogan over Bret Hart. Even more insulting was 1996 with the Giant winning not only Rookie but also Wrestler of the Year. You can thus make a nice case of either “ballot box stuffing” or that the whole thing’s a crock.

On the other hand, there are times when the publishers themselves complain about the strange choices fans make. One great example is 1988 where the MOTY was not the classic Sting-Flair Clash of the Champions match but rather Andre the Giant beating Hulk Hogan for the WWF title, which seems chosen more for importance than for quality. I’m sure many now see Kevin (Diesel) Nash being voted “Wrestler of the Year” for 1995 as absolutely hysterical as I find Batista winning that title in 2005 as crazy too. I’d also argue some picks like Chris Candido being voted “Inspirational Wrestler” last year. Nothing against the dead but it seemed Candido might have been a better candidate for their “Editor’s Award” and they had to bump him for Eddie Guerrero.

Despite all that, I still looked forward to this year’s issue as it does say something about the fanbase and how the sport is covered. In particular, there’s the Rookie of the Year award, which this year went to the Bogeyman. Yeah, PWI themselves admit it’s pretty ridiculous he won but they point out a poorer crop and the fact that thanks to the developmental system of WWE, guys who break out aren’t quite rookies anymore. There’s also the fact that the guy missed most of the year due to injuries and was even released from WWE at one point. But, as the magazine says, the Bogeyman did find a way to stand out and did score victories over the likes of JBL and Booker T. Still, there have to be more deserving actual wrestlers.

Now one award I rarely have much problem with is the Inspirational Wrestler award and this year is a great example. Matt Cappotelli was the winner and you have to admit that fighting on against a brain tumor is pretty inspirational. I also didn’t have a problem with the Comeback award, which went to Sting. True, it was because of a huge push by TNA but at least he made it pay off unlike Scott Steiner. As for Woman of the Year (instituted in 2000 when they got rid of the Manager of the Year award), Trish Stratus managed to win her fourth title, due mainly to her retirement. I was surprised that Dixie Carter was the first runner-up, indicating that fans were realizing the role she plays in keeping TNA going.

The Most Improved Award is interesting as if you look at the history of the award, you’ll notice how several of the winners will go on to achieve even bigger success, often in just the following year. Sure, there are ones that don’t (Paul Roma in 1990) and a couple of instances where wrestlers who weren’t listed by PWI as candidates are written in winners (Yokozuna in ’93, Brock Lesner in 2002). But since I’ve been collecting the issues, I have been struck by how so many of the Most Improved winners go on to be even bigger:

1987: Curt Henning
1988: Sting
1989: Scott Steiner
1991: Dustin Rhodes
1992: Scott Hall as Razor Ramon
1994: Kevin Nash as Diesel
1995: Diamond Dallas Page
1998: Booker T
2001: Edge
2003: John Cena
2004: Randy Orton
2005: Batista

So given that track record, keep a closer eye on this year’s winner, Lashley. As noted, he’s only the second guy to go from Rookie of the Year to Most Improved so he may go even further as his career keeps going.

It’s interesting that the magazine still gives out awards for Most Popular and Most Hated. All the mags used to do rankings for both categories in their monthly magazines. It was easier then as faces were clean-cut while the heels broke all the rules. However, the rise of guys who acted like rulebreakers but were still hot with the crowds (Austin a prime example) led the magazines to end this in 1999. However, the awards for them remain. Interesting, during the heyday in the late ‘80’s/early ‘90’s when he was easily the most popular man in the business, Hulk Hogan only won the award three times. He also ended up winning Most Hated in 1996 and ’98.

For the last two years, Cena was voted Most Popular while HHH won Most Hated three years in a row (I would argue about him being voted to it last year given the time he spent away while Jeff Jarrett hogged the spotlight). Naturally, this year was different as Cena wound up second to Samoa Joe, a man who, as the magazine itself states, isn’t really a nice guy but always has fans going for him. One can hope TNA pays attention and finally gives him the title run he deserves. For Most Hated, HHH’s face turn and willingness to cede the title picture mean he won’t make a four-peat. I expected Jarrett but apparently Edge got the fan’s hatred a lot more as he won. Still, given the way fan feelings can shift around, these awards seem more petty.

Feud of the Year goes to Cena vs Edge, which I have to admit is a nice choice given how long it lasted and the great matches it produced. My argument for what I think should have won is down below. For Match…once again, the winner is pretty questionable as it goes to Shawn vs Vince at Wrestlemania. Stu Saks himself says in the issue’s introduction that he was disappointed by this choice, arguing it was a bloodletting, not an actual match. Again, if PWI was counting the entire year, I dare say the tag team ladder match at Armageddon would have been a top choice and of course there’s a dozen bouts from ROH that blew all other candidates away. However, as ROH doesn’t get as much mainstream coverage, they didn’t grab enough votes.

Anyone who knows me knows I cannot argue with the tag team of the year selection: AJ Styles and Christopher Daniels. Sure, they may fall into the list of winning teams who no longer exist but seeing how I’ve been going for AJ as Wrestler of the Year the last three years, it’s nice to finally see him as a winner, along with Daniels. For Wrestler of the Year, the winner was Cena and I do agree he deserves props for this year. Not just the title wins but the way he kept on going despite the fan backlash and how he survived the massive heat at ONS to wrestle a great match with RVD. It makes more sense than last year’s winner, Batista. But I am disappointed that Bryan Danielson wasn’t represented more as (with the exception of Samoa Joe), he blows away anyone else on the list.

The last award is the one PWI do admit they choose, the Editor’s Award (or the Stan Weston Award as they now call it). Usually, it’s given to someone who’s retired or (more often) died during the year as Eddie last year. This year, it’s given to Harley Race and you gotta admit, if anyone deserves a lifetime achievement award, it’s him.

Well there you have it. What one of the last of the major mark publications considers the best of 2006. Yeah, you can argue a lot of choices don’t make sense and are unfair. But I do share it as a look at how some parts of the fanbase think, which shows that while the business is improving, emphasis away from WWE and TNA could improve it even more. The Apter mags may have lost a lot of credibility and power because of the Internet. But at the same time, these magazines do allow many fans to get a look at smaller promotions and international stars they wouldn’t get to read about normally and for that deserve some credit. While I may be a smart now, it’s nice to have something to still mark out to every year.

I mentioned above how I thought something else deserved the award for Feud of the Year. In fact, as far as I’m concerned, any “year-end awards” should have recognized this as well. Not only as a major hot feud but also as a truly groundbreaking moment. I’m talking about the battle between Ring of Honor and Combat Zone Wrestling.

Wrestling history is littered with attempts to create inter-promotional battles, almost none of which worked. Jim Crockett and the UWF, AWA/CWA/WCCW and of course the Invasion. It’s ironic that WCW, arguably the most ineptly run promotion ever, actually managed to make an invasion angle work with the NWO. The problem with that, however, was they went too far letting the NWO win all the time and made WCW look weaker to fans, which ended up being a prime reason it fell apart.

But CZW and ROH did it differently. They didn’t get hung up on the key thing that killed all those other deals, which was worrying over who’d get put over whom and which promotion would could out the better. Instead, they put any differences and concerns aside to give the fans a major promotional battle that entertained and, more importantly, drew money. It was pretty surprising given how many independent promotions go to even further extremes than WWE and TNA to make themselves look good and protecting their turf.

It all started on January 14, when ROH moved a show scheduled for the Boston area to the Philadelphia National Guard Armory on limited notice; a show that saw Danielson force CZW’s Chris Hero to submit to the Cross Face Chickenwing to retain the ROH World Championship. But the angle really kicked in when both promotions ran the ECW Arena on March 11, 2006 in a scheduled day/night doubleheader.

At the end of the Ring of Honor show (the afternoon show), in a wild, over the top brawl, ROH and CZW went at it, as Zandig charged the ring with a barbed wire bat, and Wifebeater charged the ring with the long-banned weedwhacker, along with Lobo and CZW’s locker room others, ran out Samoa Joe and the ROH students who’d hit the ring. Two wrestlers brawled out into the crowd and into adjoining Swanson Street. Then Danielson showed up at a CZW show to run them down and say if fans wanted a real show, check out ROH. That brought out Chris Hero as the two fought in another brawl with both sides going at it.

CZW finally cornered Ring of Honor’s BJ Whitmer in the ring and taped him to the ropes. They stapled dollars to his face and ran the barbed wire bat over his face. Zandig spraypainted CZW over the ROH logo on the ring apron. CZW “took control” of the video screen and their music played to end the show. Zandig went off in a shootfabe interview on Ring of Honor on the mike. CZW’s Justice Pain and Hardcore Nick Gage hopped in the crowd challenging the Ring of Honor fans.

On March 25th, Hero and Necro Butcher showed up at an ROH show to answer a challenge by Adam Pearce. However, Hero’s old partner and friend Claudio saved Pearce from a beating, helping to attack Hero. A few weeks later, Hero led more CZW men to attack an ROH show, injuring commissioner Jim Cornette and Samoa Joe declared war on CZW.

Gabe Sapolsky then set up the stands at the April 22 ROH Philadelphia stands with “CZW bleachers” and “ROH bleachers” for the promotion’s 100th Show Celebration before a packed Northeast Philadelphia National Guard Armory of well over 1,000, despite the Philadelphia Flyers opening the Stanley Cup playoffs that night. In what fans chanted was “the match of the year”, the CZW team beat the ROH team when Claudio rejoined Hero. Yes, ROH let their guys get beat at their own big show.

The blow-off angle on July 16 took place before what may have been the largest ROH crowd in Philadelphia history (the pre-sale for the event was the largest in Philadelphia, even larger than the December 17, 2005 Final Battle show featuring All Japan talent), a fact even more remarkable given the competition of the Bon Jovi stadium show at Philadelphia’s Citizens Bank Park last night and being well into the Jersey shore season. The main event finale of the show had CZW’s Cage of Death (version 2005, with a multi-sided cage on the floor) under War Games/The Match Beyond rules. The Cage included two ladders, two tables wrapped in barbed wire, and multiple trash cans inside; with the match featuring Necro Butcher, Chris Hero, Claudio Castagnoli, Nate Webb and a mystery partner vs. Samoa Joe, BJ Whitmer, Adam Pearce, Ace Steele, and another mystery man. Hero had promised a surprise for the final CZW member but it was still a shock when it turned out to be Hero’s long-time hated rival Eddie Kingston. Danielson also entered the match but only to attack Joe to set up a title match between them. In the end, Homicide made a surprise appearance and pinned Webb to give ROH the epic win.

Things have cooled down now but it’s possible the feud could reignite. But let’s examine this. Each side allowed their own guys to be beaten in their own backyards. Each allowed the other to gain big wins and beat-downs. There was also the great stuff like guys in ROH and CZW, normally foes, joining together to face down the opposing faction. This is was not only the feud of the year but one of the best examples ever as to how an inter-promotional battle can really work. A shame so few men have understood that and let such opportunities slip through their fingers.

Well, going around 411 this week:

Truth B Told looks at the “stuff of champions”

Meehan talks about some nice wrestling stuff like the AWA DVD.

Ripple Effect looks at Lashley.

Mark Sakamano joins us with a nice recap of the 1992 Royal Rumble with the best of Bobby Heenan’s commentary. “This is not fair to Flair!”

On a related note, Evolution Schematic continues its excellent look at the Rumble history, including a few bits I missed in my own look (like Jerry Lawler’s brief entry in 1997).

O’Dog talks about the future of the Divas.

High Road/Low Road looks at DX vs Rated RKO both before and after HHH’s injury.

Sunday Morning Hangover looks at wrestlers from ’98.

The Fink talks about long-term angles.

Julian counts down the Top 10 opening matches.

Don’t forget Column of Honor, Fact or Fiction, Ask 411, Triple Threat, 3 R’s and the rest.

For this week, the spotlight is off.