Around the horn

The Toronto Blue Jays hatched a plan that even legendary baseball promoter Bill Veeck would have been proud of. Using newspaper advertisements, the small-market team urged its fans-in English and Japanese-to boo New York Yankees rookie Hideki Matsui who made his American baseball debut on March 31. Some small-market teams like Toronto were upset when the Yankees, a team known for its excesses, signed the former Japanese baseball star to a $21-million contract. In addition to calling for the heckling of Mr. Matsui, the Blue Jays' advertisement featured a Yankees cap covered in bird droppings.... Life for the New York Yankees got no easier after opening day. Shortstop and main team cog Derek Jeter is out with a separated shoulder, suffered during the Yankees' first game. Now Mr. Jeter will watch his teammates from the disabled list. "It's fair to say [he'll be out] at least six weeks," Yankees general manager Brian Cashman said.... As if a seemingly unbeatable Serena Williams isn't intimidating enough, the tennis star is now vowing to get into shape. The self-proclaimed out-of-shape Miss Williams is 17-0 this year. "I haven't been to the gym in about four weeks," she confessed with a sheepish laugh. "And I had a Snickers the other day."... Chalk up another one for coach David Marsh and his Auburn men's swimming and diving team. The Tigers reclaimed the national championship from Texas in late March for the team's third national title in eight years. Mr. Marsh is an active member of both Athletes in Action and Covenant Presbyterian Church in Auburn, Ala.