You are frequently the target of readers who question the appropriateness of some article in your magazine from the standpoint of what does that have to do with sports.
In the event that this should occur in connection with your story on Wheaties (Famous Flakes of America, April 5), I would like to refute such views by emphasizing how much the cereal meant to those of us who were fans in the '30s and '40s. So effective was the Wheaties advertising then that to many people the cereal was synonymous with being a sports fan. The Breakfast of Champions was a part of the life of those aspiring to accomplishment in the sports world.
My congratulations to Steve Wulf for the depth of his research and for capturing the feeling of the era about which he wrote.
STUART J. SOBELMAN
I can hear the critics saying, "I buy SI for sports, not cereal." Well, it was as clever as any story I've read recently, so.... "As I read my magazeenie...."
Congratulations on another great article. I'm a big fan of SI, but I'm probably an even bigger fan of Wheaties, with which I start almost every day. As an accountant, I sing in the morning, "Before I review my balance sheeties...."
DAVID W. KELLY
The first time I ate a bowl of Wheaties I understood why it was called the Breakfast of Champions. I figured only a person of tremendous self-discipline could eat it! The stuff tastes like wet shredded newspaper.
Your article on Wheaties refers to the time that Lou Gehrig, signed to endorse a rival cereal ( Huskies), inadvertently succumbed to the brainwashing of the years by stating on the Believe It Or Not radio show that he started his days "with a big bowl of Wheaties."
There is an epilogue. An embarrassed Gehrig returned his radio-appearance and endorsement fee to Huskies with a note of abject apology. Huskies sent the check back to Gehrig with a letter indicating that every ballplayer was entitled to more than one strike.
A return engagement was arranged on the same program some weeks later. After a little preliminary conversation, the moment the radio audience was waiting for arrived. I happened to be listening. It was a medium fastball right over the center of the plate: "Now, Lou, what is your favorite breakfast cereal?" To the silent cheers of millions, Lou hit that one out of the park by saying, "My favorite is Huskies...and I've tried 'em all!"
EDGAR C. KELLER
San Bernardino, Calif.
At last! North Carolina's Coach Dean Smith has gotten the monkey off his back by proving he could win the big one (Nothing Could Be Finer, April 5). The man who believes in self-discipline has finally conquered all. And like the North Carolina squad and its coach, Curry Kirkpatrick's story was great and the photos, including the cover, superb. Congratulations.