OXNARD, Calif. -- Jerry Jones liked the recurring theme for the Dallas Cowboys early in his ownership tenure, when they won three Super Bowls in a four-year span.
These days, the talk starting each camp seems to be about a sense of urgency, changes in the team and again getting a fresh start. There has been only one playoff victory the past 15 years, with a 120-120 regular-season record in that span that includes their 8-8 mark a year ago.
When the Cowboys landed in California for training camp this weekend, one of the first things veteran tight end Jason Witten said after getting off the plane was that this season "can't be the same old story."
And Jones talked this offseason about a shrinking window of opportunity for the Cowboys to contend for a championship with core players in their prime like Witten, Tony Romo and DeMarcus Ware.
"I want to officially close the window to closing the window. That was offseason talk," Jones said Sunday, the day before the team's first full-squad workout in the owner's annual "State of the Cowboys" talk. "I do feel a sense of urgency, though. But more in the framework of we're nearer when we open up against the Giants. We've got to do better, we've got to be tougher."
Another disappointing Cowboys season ended on New Year's Day night at the New York Giants.
Jones said the Cowboys have improved their talent level since last year.
They spent big money to get free agent cornerback Brandon Carr and traded up for the sixth overall pick in the draft to get All-American cornerback Morris Claiborne. They got a top fullback and gave multiyear deals to two potential starting guards.
So is all that enough to make a Super Bowl run in 2012?
"Well, if nine wins can win the Super Bowl, certainly I'm optimistic," said Jones, quickly pointing out that wasn't a prediction for the victory total. "But we see what we're dealing with. We do understand though the timing."
Copyright 2012 by The Associated Press
