In what is becoming a regular feature on The APBA Blog, we have the privilege of interviewing the CEO of the APBA Game Company, John Herson.
While some might see Mr. Herson’s tenure as controversial, no one can say he hasn’t been open to the fans of APBA. This is the third interview he has done on The APBA Blog (you can read the others here and here). In addition, he has also been open to questions on the APBA: Between the Lines forum via the “Ask John” threads.
I should say that none of these questions are mine. While I’ve edited a few of them for brevity, all of these questions came from APBA fans who have either emailed them to me or left them in the comments section of the blog. For that, thanks to all of you who helped participate in the interview in that fashion.
Finally, I thank Mr. Herson for his time and effort in answering these questions.
The APBA Blog: Recently, the concept of a computer version of the APBA Basic Game has been developed independently by a fan who is programmer. A lot of fans have reacted positively to this idea. Can you tell us if this will be picked up by APBA or do you have something else in the works?
John Herson: Last week we started Beta testing on BBW 5.75. This is the second round of testing on 5.75. Depending upon what is discovered during the Beta testing, will determine the release date of 5.75. We are planning a 2012 release of BBW 5.75. No release date will be set until after the Beta testing is completed.
Last summer, APBA created a two-year moving calendar for developing electronic products. We are reviewing the Basic game. As in all product development, there are many issues that have to be resolved, including how to support a product and offer as many seasons as possible. No decision regarding the basic game has been made at this time.
TAB: The APBA Company has just released the 2011 disk and cards right on schedule. That said, there have been some complaints from customers about the physical format of the product. Specifically, I’m talking about the thickness of the card stock, size of fonts, and overall card design. Were these design changes done intentionally and how much of this feedback will you take into account for the future?
JH: The stock issue was a miscommunication between the printer and APBA. A thicker stock will be used going forward.
We are experimenting with different fonts.
The unhappy voices about the cards have been loud, but they are not the majority. APBA has received more positive comments than negative comments about the cards. The 2011 season was the eighth set we have issued using this printer, card stock and card design. We are willing to listen to customer feedback. However, comments like “they suck” provide us no meaningful information.
The overall card design is not changing.
TAB: What are the new products coming out in 2012? New season releases? A possible upgrade to the soccer game?
JH: The next baseball season will be 1910. There will be several changes with the 1910 set. Instead of a lineup sheet, there will be a lineup card for each team. The lineup card will be the same size as the player card. Fans will be able to download an electronic copy of the lineup sheet from APBA’s website. The other change is we will be offering two different card sets. A basic card set (without master symbols on the card) and a master card set with master symbols printed on the card. We will not offer a separate master symbols sheet for the 1910 season. After the 1910 season is released, we will issue another baseball season that we have never issued before.
The 2011 golf cards will be printed on cards instead of sheets. We are reworking the files for the printer. The new golf cards will be available in February. For hockey, we will be offering the 1988-89 season in February. This set will be on cards instead of sheets. We are proofing the cards as I write this. More information will follow on this set and other sport sets.
The 2011 football set will be on cards instead of sheets. We will offer four different sets. One is the 2011 playoff teams. One is the American Conference. Another one is the National Conference. The last one is the entire league. We are offering these sets to help with the pricing of the sets.
The soccer game has just about sold through for the second time. The third version will be redone. The box will be a two piece box roughly 11 by 17. The game box artwork will change slightly. The soccer pitch will be the size of a Monopoly board with similar game board backing. The game chart booklet will be 11 by 17. The booklet will have white background with black printing. The teams in the game will be updated to 2010-11 teams. Eventually all the APBA games will have the same size and type of packaging. After soccer, we will redo the golf game box so that the golf chart and golf course are shipped in the same box. This will allow certain retail chains to carry the golf game.
Please check the website for pricing information on these products.
Now that the crush has cleared from the 2011 season rush, we will begin to release reprint sets. We have the files for 1927, 1929, 1958, 1961 and 1963 at the printer. The goal remains the same. To have all season sets in stock by July of 2012.
We are updating the order entry system including the Yahoo Store experience. The pricing is too complicated. The product listings are not descriptive enough. The store order is not automatically entered into APBA’s system. We are not able to send delivery confirmations. All of these issues will be addressed. We will be looking at the shipping and handling charges. The current system does not work. As part of this a new website will be launched. We will pick a weekend in February, shut down the website for 48 hours to re-launch the website.
TAB: What is the possibility of digitizing the roster sheets for existing card sets and putting them up on the website?
JH: As we distribute the last of the printed lineup sheets we will convert to the line-up cards. As part of that process, we will be able to make the roster sheets available. It is not something we will do as a special project. We are focused on getting product to our fans.
TAB: Finally a philosophical question from Paul Dylan at oneforfive.com. Looking back six months, what was the emotional impact of moving headquarters from Lancaster to Alpharetta? What was the emotional impact on your customers and what was the emotional impact on you?
JH: I bought APBA six years ago May 2005. Sometimes I feel like the dog that caught the car. For the first three years I owned the company, I still worked in the large corporate world. After I retired from the large corporate world, I focused on APBA. I spent the first five years learning the APBA business. I did not make an announcement about the purchase because the company had three public faces, Marc, Skeet and Veryl. There was no reason to change the public face of APBA until the move was made to Georgia.
There were several changes I wanted to make to the APBA business model. Primarily reduce the investment in inventory. For whatever reasons, we could not find printers to make the new model work in the PA, NJ and Delaware area. I found printers in the Atlanta area that could deliver just in time inventory. It made no sense to ship the product back to PA to distribute. So I decided to move the operations to Georgia. There was no emotion involved in the decision. It was a business decision. I was concerned about the guys in PA. Skeet still works for APBA. Some of the other guys were offered jobs and did not want to move. I can look in the mirror and know I was as fair as possible to the Lancaster team.
Some have asked why didn’t I move to Lancaster. I used to live in Wisconsin. I live in Alpharetta. I have no desire to move back North.
Was I surprised about the emotion of the fans? Yes, to some extent. However, there is an element, especially on the forum, that likes to the bash the company. For what reasons I don’t know. Some people you are never going to please no matter what you do or don’t do.
These decisions were made in the best long term interest of APBA.
We are committed to offering the best products and services to the APBA community. Did we have issues with the 2011 products? Yes, it went OK but mistakes were made. We will continue to improve products and shipping materials. At this time, no new games will be introduced in 2012. We continue to look at new product offerings. Realistically it takes two years to develop and bring a game to market.
Tom, I appreciate the opportunity to be on your blog and address the APBA community.
Regards, John
Again, thanks to John Herson for doing this.
A quick note about comments: I know this kind of thing is a hot button topic but let’s keep it constructive. If you have a criticism, that’s fine but I don’t want to see name-calling or senseless belligerence. Thanks
Thank you for being accessible to the fans of the game, you are a stand up guy who doesn’t back away. Yeah I was shocked about the move, but it subsided and wouldn’t change my love for the game. All of these complaints can never change that. The only thing that would upset me was if there was no APBA. Keep up the good work, I have never been a bigger fan of APBA than I have been the past 2-3 years. Thanks again for everything!!!
I like the idea of a larger, two-piece game box. I’m hoping they’ll be sturdy. Also, I like the idea of an 11×17 booklet with black print on a plain white background. Basic, no-nonsense and readability should be excellent!
If the artwork on the boxes will see some slight changes, while you’re at it, please review the illustrations on the football, golf and (especially) the soccer boxes. IMO, these boxes have much weaker illustrations. The rendering of the soccer player is especially weak. Perhaps if a player in a more natural/typical soccer pose was used it would help. The baseball and hockey game boxes look great as they are. IMO, they’re the best-looking in the business.
Tom, Thanks for yet another good interview.
John, thanks for taking the time to submit to an interview. I know its not easy. The move from PA was emotional for me but I do understand the business decision of it.
Good Luck to both APBA and the APBA Blog in the future!
DOM IN NY
Are there any plans for new golf courses for the golf game. Glad to see the 2011 cards will be coming out shortly!
John Herson’s willingness to answer questions says a lot about his intentions to continue to run APBA. He’s a businessman; there should be no doubt about that. But that’s not a criticism. APBA should be a business, not a hobby, and our decision to support it should be based on our customer experience, not necessarily our fan experience.
Probably the best line in his interview is We are willing to listen to customer feedback. However, comments like “they suck” provide us no meaningful information. He’s absolutely right. I’d heard negative things about the cards; when they arrived, I found them a bit thin, but they did not “suck”, and I’m overall pleased with the result. (The MG symbols were terrible, though – my eyesight was strained looking at them. But that can be addressed, and I’m sure it will be.
I take away from the interview that Mr. Herson will continue to support his customers, and we can continue to be fans. APBA will be available for us in 2012 and into the future, and as a customer, that’s what I most want.
I appreciate the effort John Herson has put into the company. I did notice the card stock, and I’m glad to hear it will be corrected going forward. That said, I like the look of the card. I’m happy to hear he is interested in bringing about the next generation of the game. Finally, I’m glad John hasn’t gained a complex from reading some of the remarks on the Forum. Too many are extreme and do nothing to encourage discussion.
Will Broadcast Blast ever be updated with all the correct names? I really enjoyed listening to Ernie Harwell but when C is batting and D is pitching it loses something.
Has another Announcer been hired to do the play by play?
Very frustrating…….
Thanks for conducting the interview. As I observed on several of the message boards APBA showed several of the common symptoms of a cask flow problem. Inventory liquidation and personnel reduction are two proven tools in that regard. My interest remains as a customer. At this stage I am strictly a computer gamer so I am following the 5.75 saga with interest. If there is an update of the Wizard function I will purchase. If not I don’t know.
As far as customer feedback while I sympathize with the frustration about the lack of detail of some customers complaints he needs to remember the advice of Marshall Field “Give the lady what she wants.”
Very good interview. Rally enjoyed it and Mr. Herson said some interesting things about the move, etc. I know there is a lot of history in the Lancaster area but I think if/when they have another “official” convention in ATL it will be better attended. It is hard to get to Lancaster for a long weekend!
I am interested in the 1929 year. Hope it comes out soon.
Thanks again for a great interview.
Jeff
I like the way APBA is going. I got back into the hobby a year or so ago and am having a great time. I have met some great people on the forum, this blog, and thru private transactions with other fans. I feel that we are lucky that John owns the company. What a great idea to make all the past sets available and he’s keeping his promise to do it! I will certainly keep supporting this customer-oriented business.
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Great to read the interview! I talked to the “owner” on the phone around 2012: I assume it was Mr. Herson. Good guy and answered my questions about his buying the company and wanting to keep the game basically the same. Invited me to come into the plant whenever I would be in Georgia to have a little tour. I play other baseball sim games, too, but APBA was the first. It always brings back memories of playing with friends when we were teenagers in the 1960s. Long live APBA!