It isn't about wins and losses.

It isn't about whether Herd fans like or dislike Marshall head football coach Mark Snyder.

It isn't about Snyder being an alumnus or hailing from nearby Ironton.

The controversial debate over whether Snyder should be retained after the 2009 season or terminated as Marshall's head football coach once hinged on all those issues.

Not anymore.

Now, it is a business decision.

Marshall simply can't afford to allow Snyder to continue.

It would lead to financial disaster.

The Marshall athletic department is on the brink of that abyss already. It is currently operating at a deficit somewhere between $2 and $3 million.

Mull that over a moment.

Marshall's expenditures have exceeded its revenues by about $2.5 million.

That's a five-alarm deficit.

The culprit?

Marshall's football program.

Just look at the financial data.

Season ticket sales: In 2005, Snyder's inaugural season, Marshall sold 11,886. In 2006, sales jumped to 14,029. Then, in 2007, the number sky-rocketed to 19,630 because of the spike West Virginia University fans produced.

But, then in '08, sales dropped back to 13,045. And this year? Season ticket sales bottomed out at only 10,766 -- an all-time low during Snyder's five-year tenure.

It's scary to imagine how much lower sales could dip in 2010 unless a coaching change is made.

Attendance: In 2005, Marshall averaged 26,510 fans for six games. The average dropped to a still respectable 26,031 for five games in '06.

Home attendance soared to 30,020 per game in 2007, thanks again to the WVU spike, which resulted in a sellout crowd at Edwards Stadium.

But it fell to the lowest point in Snyder's tenure in '08, as the Herd's average attendance fell to 24,766 for six games.

And it just got worse this season. Marshall averaged only 22,236 fans for six home dates. What's worse, the last three home games produced crowds of 18,878 (UAB); 21,036 (Southern Miss); and 19,646 (SMU).

The UAB and SMU crowds were the lowest for a Division I-A opponent in the history of Edwards Stadium.

Do the accounting.

In 2008, Marshall drew 31,527 less fans than in 2007. At $30 per ticket, that's a loss of $945,810.

Then, in '09, the drop-off escalated. Marshall drew 15,178 fewer fans than in 2008. At $30 per ticket, that's a loss of $455,340.

So, during the last two years, Marshall has lost a total of $1,401,150 in declining attendance.

Is it any wonder MU's athletic department is facing a financial crisis?

Again, imagine how low the attendance might dip next season if Snyder is retained.

Support: Contributions to the Big Green Scholarship Foundation have fallen between 20-25 percent. The active membership for Marshall's fund-raising arm is only 2,145 contributors.

What once was the life-blood of Marshall financial contributions is now stagnant and in dire need of a transfusion.

Simply put, Snyder has lost the Marshall fan base. And it's not coming back. Herd fans proved that last Saturday when about 15,000 -- the real attendance, not tickets sold -- showed up on a beautiful autumn day for an untelevised game against the Conference USA West Division leader.

The Marshall fan base has given up on Snyder. And it shows in the most conspicuous place of all -- the financial spread-sheet.

If Marshall football were a business, the CEO would be seeking Chapter 11 protection.

That's why Snyder can't be retained.

It simply makes dollars and business sense.

Chuck Landon is a sports columnist for The Herald-Dispatch. Call him at 304-526-2827. E-mail him at clandon@herald-dispatch.com.

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