I wasn't alive for the first two. I was so young during Billy Sims run that I don't remember it.
This is a true story....
When Billy Sims won the Heisman in 1978, they didn't have a television special and air it live or anything like that. The winner (or his coach) received a phone call from the Downtown Athletic club, telling them they'd won...
In 1978, when the news broke in the early afternoon that he'd won, my grade school was let out of school early - it was a holiday!
Billy was very popular, especially among the non-football fans.
Interestingly enough, from 1972 until 1983, Heisman trophy winners were all running backs. A QB (Pat Sullivan, Auburn) won in 1971, and another QB (Doug Flutie, Boston College) won in 1984, sandwiching all those great running backs (Charles White, Earl Campbell, George Rogers, Archie Griffin, Johnny Rodgers, Tony Dorsett, Marcus Allen, Herschel Walker, Billy Sims).