[GeoPoto]

The MVP Award meant off-season banquets and Howard gained ten pounds speaking on the dinner circuit. The award also brought commercial endorsements, and Elston, his wife, and family were featured in ads for oatmeal, mustard, and beer. Howard also became the first black man to ever model clothes for GQ magazine. His salary for 1964 jumped to $60,000, making him one of the best paid players in baseball. (Mantle earned $107,000.) After the season, Ralph Houk moved upstairs to become GM; Yogi Berra became the field manager. Howard told reporters that he had set his sights on the batting title. “It takes planning,” he told them. “That year I hit .348 … I was a base-hit swinger, not a home-run swinger.” He vowed to go with the pitch more and not be too pull-conscious. His efforts were successful. In a career-high 150 games, he tallied a career-high 172 hits for a .313 average, as his homer total dropped to 15. He also walked a career-high 48 times. He did not win the batting title but did catch all nine innings of the All-Star Game. The Yankees went to the World Series once again, but Bob Gibson’s Cardinals came out on top in seven games.