Tex! the Man Who Built the Dallas Cowboys

This rambling, discursive biography by Dallas Morning News columnist St. John brings its flamboyant subject to life, but it is vastly overwritten and often difficult to follow. Moving back and forth in time, the book covers Texas E. Schramm's relations with fellow team presidents and owners and with players from Roger Staubach (easy to deal with) to Duane Thomas (impossible to handle). There is much material about the merger between the National Football League and the American Football League as well as about the resolution of the threat posed by the U.S. Football League. Also treated are such innovations as the cheerleading squad (``not wholesome,'' according to coach Tom Landry); the Dallas Cowboys Weekly , which has a circulation of almost 100,000; and instant replay, of which the author is a strong proponent. Schramm is outspoken and opinionated, so the book is likely to arouse controversy. Photos not seen by PW. (August)