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FRANKEL TAKES AIM AT SPORTS COVERAGE, CITES GENERAT'L SHIFT
Published September 21, 1994
In a column in yesterday's L.A. TIMES, Bonnie Frankel, "who last year successfully challenged an NCAA rule that prevented older female athletes from competing in college sports," says "there has been a generational shift in how" women feel about sports, and "the only way to ever change decisions by male media executives is to change the financial balance in their advertising dollars." Frankel believes women are "still relegated to the 'back of the bus' when it comes to media sports coverage," and that the Harding/Kerrigan story "nearly undid us" since it "took on soap-opera rather than athletic proportions." Frankel: "Corporate America is missing the boat. Yes, hire female sportscasters -- but more important, turn them loose on sports news about women. The inevitable result will be a whole new advertising audience you never dreamed existed" (LOS ANGELES TIMES, 9/20).