FRANKEL TAKES AIM AT SPORTS COVERAGE, CITES GENERAT'L SHIFT

     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).