Anatomy Of A Family Business

TV: Airing four nights a week with no reruns, the WWF seldom takes a breather. “Raw Is War” has been cable’s highest-rated regular show for 48 straight weeks. “SmackDown!” is UPN’s top- rated show. More than half a million fans plunk down $30 a month for pay-per-views.

Stock: Despite a recent stone-cold price, the WWF is still valued at over $1 billion.

Blockbusters: WWF auteurs have penned two recent New York Times No. 1 best sellers. Other chart toppers: two platinum CDs, a million-selling videogame and eight of the top 10 sports videos.

Web site: More than 1 million people visit the WWF Web site monthly. But they get out sometimes, too. Live events drew 2.5 million last year.

Merchandise: From stuffed bears and dog tags to Vince McMahon action figures, retail sales from consumer products last year were more than $400 million.