greg easterbrook is the author of "the king of sports: football's impact on america."s a contributing editor to the atlantic and a columnist for espn and nfl.com andrew zimbalist is an economist at smith college who specializes in the business of sports. he has consulted in the past for players unions, teams and sports leagues including football. andrew zimbalist, let me start with you first. over the past couple weeks, has this made a dent in the business of football? >> i don't think so. not yet. you have sponsors complaining and a few sponsors leaving. those sponsors will come back as soon as this uproar blows over. as you just pointed out, ratings on television games are going up. attendance is fine. so i think this would have to drag on for a gad deal longer, and there would have to be more and more bungling by commission er roger goodell for it to have an impacts. i think the front office is now mobilized, and they will do things that will at least lower the uproar a little bit. >> sreenivasan: greg easterbrook, what's the threshold that has to be crossed where t

in the october issue of "atlantic" magazine, greg easterbrook writes about the consequences.rning. >> i never heard anyone say we need to cure age. it's sufficient an interesting way to think about aging. why are people living longer? >> it's been going on for almost two centuries. there's an eerie chart we've shown since 1940. with each passing year the newborns live three months longer than the previous year. this holds during wars epidemics, doesn't seem to link to any particular epidemic good or bad. worldwide everyone is living longer and the trend is likely to continue. >> you've got google with its calico project ending aging and've death and the buck institute also studying abling. what are they actually finding? >> google just brought its billions of dollars in the field. when we hear google we think, wow, wow, it's skrietsing. it is exciting. the buck institute has existed for 15 years. it has dream-like qualities in california, the hippest place on earth looking over san francisco bay and they're looking at ways to reduce not just aging but decline of aging, in oth