Edge: Our role gives us unique access to NFL players and teams, and we are focused solely on football. We don't share the spotlight with any other sport.
Biggest surprise: The hunger out there for more pro football information, despite the proliferation of sports magazines and TV programs.
Insight: Baseball and even basketball are struggling to maintain growth, but the TV ratings and attendance of NFL games keep climbing. The European fan base is surging, too.
Fact: Our Web site [nfl.com] is the No. 3 most popular sports site overall [behind espn.com and sportsline.com].
Tip: There is still much untapped opportunity in NFL football, including reaching more kids, women and young adults.
Dirty secret: I'm a rabid college basketball fan.