It's Time! My 360%CB%9A View of the UFC

Longtime Ultimate Fighting Championship (UFC) announcer Buffer, who opens bouts with his trade-mark shout "It's Time!" entertains with this breezy insider memoir about one of the world's fastest-growing sports. After describing his early life, including various adolescent street fights, Buffer details the entrepreneurial spirit that brought him to the fledgling UFC and sports entertainment in general. This leads to one of the most fascinating and serendipitous parts of the memoir: Buffer's discovery that World Championship Wrestling announcer Michael Buffer is actually his stepbrother. The well-known slogan%E2%80%94"Let's get ready to rumble!"%E2%80%94Buffer eventually helps his stepbrother trademark. The rest of the book rehashes highlights from Buffer's nearly two-decade-long career, a series of bouts and fights that will thrill what Buffer knows to be his core audience: "the ideal viewing market%E2%80%94eighteen- to thirty-four-year olds who [are] the heart and soul of the UFC." He offers readers various inspira-tional "Bufferisms" ("No. 4%E2%80%94'BSC: Balls, Skill, Confidence.' . . . You can do anything if you have these three things.") Buffer often displays a humor that sets the book apart from conventional fan-targeted sports memoir, such as his admission that he "would never want to be involved in a bathroom fight. Too much porcelain." Agent: Yfat Reiss Gendell, Foundry Literary + Media (June)