THE PROS AND CONS OF BUYING NAMING RIGHTS

     If TWA agrees to go ahead and make a deal to buy naming
rights to the domed home of the Rams in St. Louis, they would
become the seventh air carrier to buy naming rights to a
facility.  In St. Louis, Christopher Carey writes that airlines
look "to build name recognition in cities that serve as major
flight bases, gain visibility in secondary markets, through
mention in broadcast and written accounts of games, reach a broad
cross-section of potential customers.  Airline execs and analysts
"say it is hard to tell whether putting a name on a prominent
building provides as much 'bang for the buck' as promoting
flights and fares through television and radio spots."  American
Airlines has been approached many times to sponsor stadiums, "but
has declined."  American Advertising Manager Russell Ford: "We
just feel there are better ways to allocate our resources"
(Christopher Carey, ST. LOUIS POST-DISPATCH, 8/31).