One could tie that to poorer product making it less interesting, but as a person that's being going to most of the games for 20+ years, where the product has suffered is that there are way too many breaks in play. Many of them prolonged for no good reason. The quality of television coverage/competition also makes it tougher to fill the stands as you can watch the game and browse other events at the same time. Particularly when the weather isn't nice it's harder to convince people to go out. How to correct, unfortunately, I don't know, I'm not a marketing expert as the president claims to be, but they do need to try more creative things, and create better opportunities for people to get young fans into the stands to remind them that live sports are fun and the CFL can be a good product.