Dollars & Sense?

If you were to believe every word written by Eric Bischoff in his autobiography, Controversy Creates Cash then you will put the book down thinking the man was the sole reason why the WWE changed their business strategies in the late 1990's.

Was he a key reason why they made this change, though?

The book chronicles how Bischoff began working for Verne Gagne's AWA promotion in the latter stages of its existence. His role was in the production side. Eventually he began work on camera in spots where he was advertising upcoming tours or 'house shows' as they are known within the industry.

The AWA's demise paved the way for Bischoff to join the WCW group out of Atlanta. His role in this company was similar to that of the one he held in the AWA.

The World Championship Wrestling company was funded by Ted Turner and after a few years working for them, Bischoff was promoted to chief executive.

His job at the time was to turn the company around. WCW was bleeding money. The funding of Turner allowed Bischoff to bring in Hulk Hogan as well as other main stars from the then WWF.

Then he made the biggest gamble of all.

In a meeting with Turner, Bischoff asked for a primetime show. He was given one. Head to head with his main rival.

The WCW Nitro versus WWF Monday Night Raw feud became legendary. The Bischoff vehicle dominated McMahon's show for nearly two years and prompted the WWF to go in an adult oriented direction in an attempt to fight back.

The WWF won the war. Eventually.

In-fighting within the WCW and Turner Broadcasting was one of the main reasons why the WCW lost so much ground in their ratings battle with the World Wresling Federation. Bischoff realises now that the Turner executives left the company to go under during a time when they were negotiating with AOL/Time Warner.

Despite the death of WCW being one of the black eyes on Bischoff's name it can hardly be attributed to him alone.

For those two years Bischoff's company was the msot talked about thing in popular culture. He created the mind behind some of the most shocking moments in television. One such example is turning the hero Hulk Hogan into a nasty heel at a time where such a thing would have been like the pope turning muslim.

Don't forget - he also turned the red into black when it comes to the accounting of WCW finances. A feat nobody before him had been able to achieve.

Eric Bischoff even pats himself on the back for some of the mistakes he made. He realises it worked right in the end. Take for instance Steve Austin.

Bischoff sacked 'Stunning' Steve Austin in the Autumn of 1995. By the Autumn of 1997, 'Stone Cold' Steve Austin was one of the most popular names on WWF television. Bischoff boasts that firing Austin was the best thing he could have done for the wrestler. He is right, of course. Steve Austin's star soared once he left WCW. His angles on Monday night television started beating those that were aired on WCW's show. So, yes, Bischoff did help Austin's career by firing but it did come and bite him in the ass eventualy. He fails to realise or rather admit to that oversight.

Another sign of bitterness represented by Bischoff in this book is his hatred for wrestling newsletters. Not a chapter goes by where he has a sly remark about the 'dirtsheets' or the 'internet'. These forms of wrestling media were the driving force behind some of the main angles Bischoff devised in the 90's. Had it not been for the net or newsletters would the Brian Pillman Loose Cannon gimmick been as much of a story? Bischoff fails to acknowledge this, too.

So, in closing, I ask - did Bischoff have a hand in the change in contemporary wrestling?

Yes. He did.

Despite some of the arrogant attacks and comments made in this book he truly does deserve a name in any talk regarding the way the business has evolved. If it weren't for Bischoff we would probably still be seeing the typical jobber versus superstar match on WCW Worldwide or WWF Wrestling Challenge.

He made a difference. But was it a case of being in the right place at the right time? We won't really know until the next man with the balls to take on McMahon makes his move.