SBD/27/Olympics

ATLANTA BEGINS PUSHING OLYMPIC MERCHANDISE

     ACOG has created a 12-page catalog that will be inserted in
the November issues of PEOPLE, SPORTS ILLUSTRATED AND SOUTHERN
LIVING in the committee's first push to sell licensed Olympics
merchandise.  The catalog was developed by Ogilvy & Mather as
part of a $2M marketing campaign.  A full page in the catalog
cost $72,000.  Ogilvy's Tony O'Haire, Senior VP and Media Dir,
said he expects the sale of Olympic merchandise to generate $2B
(Melissa Turner, ATLANTA CONSTITUTION, 9/22).
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