Quick question: who, exactly, is TNA's new 'Wrestling Matters' campaign designed to appeal to?
I've been thinking about it because, really, I'm not too sure. The slogan is obviously a direct result of WWE's decision to no longer use the word wrestling, which, uh, no one in the world is actually aware of. Really, if you put out a press release and no one reads it, does it truly exist?
Let's break this down. We (the IWC) are aware that WWE made a change, and are likely the only group that realizes this fact. So, is TNA's campaign for us? It's not as if we're a group of people who don't know about TNA and have likely made a decision on it long ago. We also are a group who has stuck with WWE long enough now that we realize that the 'wrestling' aspect flew away a while ago and that one press release isn't really going to change the same basic product we've been given for years now. Basically, TNA is selling something they don't really have (wrestling, or at least our idealized version of it) to a group that already knows they don't have it. Plus, even if we had some hope of change, we'd look at last night's PPV and realize that they're giving us things like Kurt Angle stuck in a storyline with a mid-carder, a non-wrestler, and a sideshow act that hasn't been active in close to a decade. Or put someone like AJ Styles in a match with Tommy Dreamer. Or, even, have a main event featuring two long-in-the-tooth performers and then make it clear that the focus of the match is Anderson's commentary. This is wrestling, indeed.
So, if not us, then it surely must be for the general public, right? The same general public that didn't care when TNA went to Monday nights. That didn't care when they went live. That didn't care when Hulk Hogan came in. This is the group that is going to be brought in by fancy graphics, colors, and a new tagline? Somehow, I'm doubting that. The argument, of course, could be made that maybe people had been confused by the name TNA. I'd lend some weight to that if, for at least 2 months, that same name didn't have Hulk Hogan plastered next to it on billboards. You know, because Hulk Hogan is famous for so many other things. PastaMania, brother!
TNA is trying to appeal to two different groups, both of which are seemingly indifferent to the product. Where my issue comes in is the incredibly ham-fisted way that they go about it. A lot of their comments, marketing, whatever grow out of one simple thing, which is the idea that people hate WWE. Except, in reality, they don't. Oh no, WWE is PG! Oh no, WWE isn't using the word wrestling anymore! WWE fans must be rioting in the streets!
Or they're not. Raw still does decent, if unspectacular, ratings. WM finally cracked one million buys again. They sell ungodly amounts of merchandise. Is the company as healthy as it was a decade ago? No, but it never will be. The late 90s are gone, and people need to accept that fact. Wrestling is back to being a niche product, and TNA seems to want nothing more than to point out how they aren't the MOST WELL-KNOWN AND PROFITABLE WRESTLING COMPANY IN THE USA.
Sorry for the ranting, but this kneejerk marketing that TNA has just annoys me to no end. It's about as subtle as sledgehammer, and that bugs the shit out of me. We get it, TNA, you aren't WWE.
You really, really aren't.
Edit - Ok, I'm an asshole, it's 'Wrestling Matters', not 'This is Wrestling'. Got the chant confused with the actual new slogan. Same shit applies, though. Sidenote: Any chant of 'This is (insert whatever here)!' can

off and die.