The WWWF was relatively conservative for promotions of its day; running its major arenas monthly rather than weekly or bi-weekly. Programs generally involved a babyface champion facing a heel challenger for one to three meetings in each scheduled town; for longer programs the heel would often win the first match in a non-decisive manner such as a countout or via excessive blood loss, and the champion would then retain in an ultraviolent blow-off match such as a steel cage match or Texas Death match. Unlike most of the NWA territories, the main event would occur in the middle of the arena show cards, allowing the company to build upon the match's finish in order to sell tickets to the next event; reliable, popular workers such as Chief Jay Strongbow would then wrestle at the end of the show to send the crowd home happy. The WWWF also featured popular wrestlers based out of non-WWWF territories such as Dusty Rhodes and retained the services of (at the time) the most popular and highly paid wrestler in the world, André the Giant, in between his territorial and international obligations.