This market isn't small population-wise.
It's more about apathy from the fan base. Plain and simple.
It's not a big market, either. Market size isn't measured in terms of population, it's measured in No. of TVs. The Yankees and the Dodgers can be the Yankees and the Dodgers because of their local and regional TV contracts. They're massive. When you have 6 to 7 million TV homes in your market, you can afford spend $100 million on your payroll. In fact, it's mandatory.
Detroit, Phoenix, Tampa, Seattle, Minneapolis and Miami -- those are all the mid-level markets with 1.5 to 2 million TV homes. They should all have payrolls comparable to each other. This is how they actually are:
4. Detroit $132m
7. Miami $118m
13. Minnesota $94m
18. Seattle $81m
24. Arizona $74m
Detroit has: 3 players making more than $20m a year (Fielder, Cabrera, Verlander) and another making more than $10m (Victor Martinez). Valverde makes $9m.
Miami has: Zambrano, Ramirez, Johnson and Reyes all making $10m or more. Nolasco makes $9m.
Minny has: Mauer at $23m and Morneau at $15m. Pavano makes $9.
Seattle has: Felix Hernandez at just under $20m and Ichiro at $18m. Chone Figgins makes $9.5.
Arizona has: Drew at $7.75m and Kubel at $7.5m. Chris Young (found his updated numbers) is at $7.2m and Upton makes $6.9m.
I'm not arguing that Arizona has to spend MORE, but I just can't figure out why they're complaining about $74 million payroll. That's extremely affordable for this market and remains a competitive one.