With the Raiders and the Rams gone from the L.A. area, USC
and UCLA are trying to make an "economic impact in the market,"
according to Larry Bortstein of the ORANGE COUNTY REGISTER.  In
recent months, both schools have "hiked their marketing budgets
and stepped up their efforts" to attract corporate sponsorships.
Last weekend, USC put up billboards at five "major freeway
intersections" which announced the Trojans as "the only game in
town."  UCLA, in conjunction with Prime Sports, has launched a
campaign declaring "I play because you deserve big league
football."  Other revenue generators for the schools:  Sears, a
past NFL sponsor, is now with UCLA, and USC is launching an
apparel line sold at  the Coliseum's shop (ORANGE COUNTY
REGISTER, 8/29).