Pressured group: the burden to win quickly has never been greater, a burden that awaits nine new coaches

Sporting News, The, March 20, 1995 by Bill Plaschke

They enter the fraternity with their top buttons fastened, their smiles fixed, their fantasies intact.

They have yet to chase down a referee, or scream at a caller, or be insulted by Buddy. Yet they are joining the exclusive 30-person club of NFL head coaches, and they can't wait.

It will be fun, they think. Spend three hours a week wearing a nice sweater or jacket on national TV. Command the most popular armies in the world. Autumn afternoons in Green Bay. Gatorade showers in January.

It could last the rest of their Eves, most of them agree. It's worked that way for Don Shula, right? And he hasn't won a Super Bowl in more than 20 years.

Three are from colleges. Three are from NFL defenses. Two are from NFL offenses. One isn't sure where he's from, seeing as he spent the past four years attempting to coach Randall Cunningham.

They share the same optimism. The same excitement. The same longing for the that magical day of September 3.

Oh, yes. They also share the same fate.

They are all dead meat.

Welcome to the '90s, where coaching in the NFL is like substitute teaching. You get somebody's attention quick, or you're buried in spitballs.

Pledge: Rich Brooks, Rams. Rush week: Made points with fans -- many of whom didn't know him from Mel Brooks before last season -- by refusing to apologize for his Oregon record of 91-108-4. His front office, led by new G.M. Steve Ortmayer, is giving him plenty of ammunition by bringing infamous offensive-line coach Dan (Bad Rad) Radakovich back into the league after a four-year hiatus.

How intense is "Bad Rad," who coached both Steelers lines during their glory years? He once returned home from practice, walked into the house, opened the refrigerator, pulled out a beer, sat down and began reading the newspaper ... and was promptly accosted by a woman who was not his wife.

"Dan!" she said. "You live next door!"

Hell week. When he realizes that no matter where the Rams play, flighty Georgia Frontiere is still the boss, Chris Miller is still the quarterback and offensive tackle Wayne Gandy, the No. I pick last year, is still on the payroll.

Pledge: Ray Rhodes, Eagles. Rush week: Among his first words were, "Randall Cunningham is my quarterback, and I feel good about Randall. ... We're not here to talk about trades." Later sent his new offensive coordinator, Jon Gruden, to Las Vegas to meet with Cunningham. One problem. Cunningham is older than Gruden, 31.

Hell week: The first time this media-sky coach flips on WIP radio and hears some cheesesteak-head ripping his offensive philosophy. This should happen, oh, about the middle of June.

The only thing certain about this year's nine new head coaches is that there is not a Don Shula or Tom Landry among them.

It is not because they can't coach. It is because they will not be given a chance to coach. As recently as 1988, the average NFL coach had been on the job for 6.2 years. In just seven seasons, that life span has been nearly cut in half. This year's coaches, not counting the expansion coaches, have been with their teams 4.3 years.

And it is getting worse. In the past two seasons, the average tenure among the 12 fired coaches was 3.4 years.

In the past two years there have been as many rookie coaches fired after one season -- two (Richie Petitbon and Pete Carroll) -- as in the previous 10 years combined.

Those are just numbers. Wade Phillips, who led the Broncos to a wild-card playoff game in his first year and was fired the next, speaks haltingly when he translates it to people. "These days it's not about what's right ... if s about what expectations are. I thought making the playoffs was an accomplishment. It's not."

Pledge: Mike White, Raiders. Rush week: His job became considerably easier when Tom Walsh was relieved as offensive coordinator, replaced by well-regarded Jim Fassel and Joe Bugel. Former Raiders great Willie Brown is also an important addition as player liaison. Raiders officials are spreading the word that, unlike former coaches Mike Shanahan and Art Shell, the innovative White will be able to run the show with no interference from Al Davis.

Hell week: When the Raiders fall behind in the first quarter of their opener and Davis pulls out his calling card.

Pledge: Mike Shanahan, Broncos.

Rush week: He was the hottest coaching candidate and Denver is the one team that couldn't afford to rebuild, so this was a match made in Mile High heaven. Shanahan quickly proved he knows the team and community by hiring popular Gary Kubiak to help him run the offense. It was Kubiak who played the role of loyal backup to John Elway during the Broncos' glory years.

Hell week: If the defense doesn't improve and Elway doesn't recharge, Shanahan becomes Wade Phillips ... minus the sense of humor.

Pledge: Jeff Fisher, Oilers.

Rush week: Proved himself during final six games of last season by standing up to big mouths (Webster Slaughter) and underachievers (Gary Brown). Showed his guts and may have earned a full-time job in the final game of the season against the Jets by benching quarterback Billy Joe Tolliver for Bucky Richardson, who helped the Oilers give Fisher his first victory.