We were discussing pro bowling's media coverage, and Voss said something that, the next day, hit me as being very dumb. The 1988 PBA Player and Bowling Writers Association of America Bowler of the Year indicated that he was working on an article for a national publication and wasn't prepared to release many details, but his theme would be that bowling needs to get its own cable channel, and only then would the sport and its star players get the respect both deserve.

Balderdash: A separate cable channel is the last thing bowling needs right now.

Despite bowling's long affiliation with ABC and ESPN, it appears that the sport already is on its own because these networks which carry bowling have done little to let those who don't watch bowling know anything about the sport.

Those who watch everything but bowling on ABC and ESPN don't get much help from these networks in learning about the general goings-on in the sport (such as the equipment and scoring revolutions), about the results of the sport (take a bow, Dick Schaap and Chris Berman), and, in the case of ABC -- since it was the network that first brought "up-close-and-personal" elements to its sportscasts (and which, incidentally, owns 80 percent of ESPN) -- it fails to mention virtually anything about the lives and personalities of the greatest bowlers in the world.

Because of this situation, is there any wonder why Voss and his agents have had such little success gaining commercial endeavors outside of bowling?

Sadly, what I wrote here previously remains true today: Bowling is not a legitimate sport -- within the world of sports.

If you haven't heard, there currently is an effort underway to have pro bowling mentioned on ESPN's "SportsCenter." This is a good idea, but I'm sure that most of the people who have signed the petitions are doing it simply to have bowling mentioned on television; they don't realize how such a program can help legitimize the sport of bowling to the "nonviewers."

If you believe, as I do, that corporate executives watch far more golf than bowling on TV, then "SportsCenter" and similar shows offer the kind of exposure which gives bowling a chance to be noticed by people who can really make a difference financially. And again, if these individuals don't watch bowling, how do they learn anything about our sport?

Speaking of executives, we can only hope that the bigwigs at ABC and ESPN come to recognize that their networks indeed have a vested interest in ensuring that Voss and other stars of the pro circuits become known to the world outside of bowling. Until that day comes, don't expect to see any massive influx of new sponsors or an extraordinary increase in the overall prize funds.

Bob Cosgrove, editor of BOWL Magazine, is a past president of the Bowling Writers Association of America.