If the Sox want to change their attendance issues, they need to establish a winning culture. Aiming to win 80+ games a year and sneak into the postseason is not the way to inspire a fanbase. Neither is being above average one year and bad the next.
The Cubs own the casual fan market in Chicago. That's just the way it is. Personally, i'm fine with that. I like pulling for the Sox because I wouldn't be content with the mediocrity that the Cubs settle for, and have loved having KW as GM because I know he wants to aim high and win championships every year. He hasn't always made the best moves, but I don't fault him for being ambitious.
I think that most people who follow the Sox feel that same way, and I know that if the Sox can win consistently the fans will get behind this team. It's going to take more than one good year though. It's going to take a string of years like 2010 and 2012, but it's also going to take regular postseason appearances. Whether they act like it or not, the White Sox play in Chicago, a huge market. They should own this division year after year and should never *not* be contending.
Falling apart in 2007 was a disaster for the Sox-undoubtely the worst season they could have had at the worst possible time. They were on the perfect course and gaining a ton of momentum. Now they have to start over and rebuild that momentum and that winning culture. 2012 was a good start, but they can't afford to take a step back in 2013 like they did in 2007, 2009, and 2011.