Here's my thinking.
MLB has lost the "calendar". Football, college and pro, has passed MLB nationally quite some time ago. Basketball, college and pro, steal from MLB's early season headlines. Essentially, baseball has late June/July/early August to make it's mark and hope to keep America interested, outside of it's "normal" audience, for it's playoffs. You can't create "buzz" with Carlos Beltran/Justin Upton/Carlos Gomez/etc.
Bring in some young guys, future stars(or maybe the next Joe Charboneau) and see if you can get people to pay attention.