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POST CEREALS TEAMS WITH NHLPA TO "BE A PLAYER"

     The NHLPA and Post Cereals announced the release of the
Playoff Issue of "Be A Player" magazine, the official magazine of
NHL Players.  With a subscription, the youth-targeted magazine
will offer, along with apparel company Roots Canada, a membership
Club kit that includes an NHLPA cap and a membership card good
for 15% discount on all Roots and Be A Player Merchandise.  Each
new Club member will be asked to fill out a consumer survey on
their preferences and purchase patterns, with the data going to
help sponsors tailor, target and measure their marketing
initiatives through the magazine.  The distribution of "Be A
Player's" playoff issue will exceed 325,000 copies and be
released through a retail promotion by Kraft Canada's Post
Cereals and in the U.S. by ADS Publisher Services (NHLPA).

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