In the fall of 2004, in an attempt to heighten the sports news content of the program, newspaper columnists Woody Paige and Skip Bayless were added in a series of segments called 1st & 10. Moderated by Crawford, the segment aired four times per show covering 10 topics (just like in football where teams have four downs to cover 10 yards for a first down). Paige and Bayless would debate, discuss and cajole each other on the sports headlines of the day. By December 2004, re-edited segments and new wraps were transformed into a new half-hour program using the same name which aired on ESPN at 3 pm ET.