As much as most people dislike the idea of song books, could that all be put aside for maybe two or three games early in the season which are marketed widely (as-in, a lot more than normal) to try pull in a couple of big crowds. For these games hand out some song books and really try to include as many of the crowd in the 'YF zone experience' as possible throughout the stadium and try spread 'the fever'. After those first few games, only hand out the song books in the zone for two or so more games to try and draw in those who enjoyed the singing and chanting in the first few games. I get that some might expect the song book thing to be the norm after getting them for those few games but if you also had a bit of a run down about the YF zone experience in there and that the song books are just short term as part of an attempt to grow the zone they may get the idea.
But I think its mostly about targeting the people who get caught up in the hype of the well marketed games and trying to get them to catch the fever - zone style. There are a lot of people who already attend the games regularly who won't change where they watch from or how they like to enjoy the games.