Welcome To The Ultimate Sports Guide

The Ultimate Sports Guide publishes definitive baseball and football issues every year for avid San Francisco Bay Area and Northern California sports fans. Distributed free of charge, each seasonal issue provides extensive professional and collegiate team coverage through feature articles, player interviews and profiles, photo essays, schedules, seating charts and directories. Issues become invaluable sports reference guides throughout the season and the full-color, glossy, 120-page magazine is often referred to as the Bay Area's own Sports Illustrated.

Golden State Warriors Championship Parade

Oakland Raiders introduce WR Antonio Brown at press conference

Panthers end Sharks win streak at six

After blowing out Denver, Warriors stumble against Suns, 115-111

Sharks defeat Canadians for 12th straight, 5-2

San Jose Sharks send Chicago Blackhawks home with a 5-2 loss

Earthquakes fall to Montreal Impact, 2-1, in Season Opener

Dons second half surge falls short to Lions on Senior Day, 74-69

Bears knock off No. 25 Huskies for first Pac-12 win, 76-73

Smith wins another one, 56-54

Golden State Warriors dedicate Draymond Green Court at the Oakland YMCA

Golden Gate Fields celebrates Chinese New Year!

San Francisco Giants KNBR FanFest

3BALL USA opens locally, top prize of $50,000 goes to the New Yorkies

Will Jon Gruden coach the Raiders for 10 years? "I don't have a guarantee to be alive for 10 years."

The Medium is the Message
By Andy Dolich
Sports Today - Issue No. 261

In 1964 Marshall McLuhan, the famous communication philosopher, said, "The medium is the message."

The sports fan of today is the medium and the messengers using whatever expanding customized media tools they choose. McLuhan proposed that a medium itself, not the content it carries, should be the focus. He said that a medium affects the society in which it plays a role, not only by the content delivered over the medium but by the characteristics of the medium..

I left my PhD at home but I do know that the sports communication continuum has progressed from cave drawings to smoke signals, town criers, ink on paper, radio, television, morphing into 24/7/365 cables which went streaming, mobile with a dash of HD, 3D and virtual reality to come. The 24-hour sports news cycle was squeezed into 24 minutes and now has no cycle at all. Today's sports fans are the media and the messengers.

The day we followed our favorite beat writer, columnist, electronic talking head, or sports addicted water cooler colleague is fast coming to an end. There is a kaleidoscope of .... Read More.