in 1976, that meant reggie jackson. s clearly the biggest prize in that first free agent market. with 282 home runs in 10 years, he had led oakland to three straight world series titles. reggie jackson was on the market, and the yankees were shopping. when the dust settled, reggie jackson was a yankee. then came the inevitable question. how much did you get? come on! i want to know. i believe it is offensive to talk about things of that nature and things of that matter. my financial matters are my business. if reggie wouldn't tell, the papers would. former baseball commissioner, bowie kuhn. reggie puts people in ballparks. he has some of the elements of a ruth. he has a style that makes him a great player. if he stays healthy and plays enough, then you can probably generate extra people in your ballpark. therefore, he is worth something. steinbrenner's investment paid off. reggie jackson took the yankees to the world series his first year in new york. this time, they came out on top. the yankees were back in the series t

. >> the reverend reggie jackson is very vocal about this now, and he's trying to get more diversity companies. he says it's the next step in the civil rights battle. what do you make of that? >> i think there is a lot of truth in that statement. when we look at these studies, these demographic studies the companies just released, one of the things that's interesting to me is what wasn't said. there wasn't information about aids. none of the companies even mentioned native american. the companies all lump asian americans as a category, but those are people who are defended from 60% of the population of the world. you can say someone who went to ittb ar trkt bangalore knows an culturally. >> so what needs to be done about this? >> i'm going to talk about the president of harvey college. she's a computer scientist. when she got there, something like 18% of women were majoring in computer science, and she said, that's crazy. she set up a program and in five years -- i think in the latest figures it's up to 40%. she just made a few changes. among them, she actually had different categori

way back in 1976 they traded reggie jackson to the baltimore orioles and then ricky henderson. but the here and now, this is a big one. christie smith continues our coverage from the oakland coliseum. christie, excited, bittersweet, nervous, all kinds of reactions from the fans. >> reporter: that's right. we're hearing nervous and stunned from the a's fans who did not see this trade coming at all but they see it as a gamble that could really pay off. the trade of the oakland a's cespedes came like a fast ball. at the a's team store, fans are stocking up on his merchandise now knocked down 35%. >> we thought it was going to happen anyway but we're surprised that it happened so soon. >> reporter: it happened to a star and fan favorite, two-time home run derby champ who walked into a national spotlight. >> nobody that is in first place is doing it. they are definitely going for this year. >> reporter: they have been fighting to keep the team in oakland with the lease deal nearly wrapped up, he's hopeful about the possibility that the trade can bring. >> if you have a great winning