GOLF REMAINS AT IMG'S CORE, DESPITE DIVERSIFICATION

     Golf is "at the core" of IMG's identity, with sources saying
golf activities account for about $200M of IMG's annual revenues,
according to a GOLFWEEK report.  IMG execs have "been reluctant"
to put a dollar value on their golf business because it overlaps
into other IMG activities, including TV and event promotion.  In
'90, golf accounted for 18% of IMG's $700M in revenue, but
Alastair Johnson, IMG's head of Worldwide Golf, says the
"absolute dollars" golf generates has increased, but the
percentage has dropped due to diversification (Adam Barr,
GOLFWEEK, 3/16 issue).   OTHER STROKES:  CNN's "Moneyline" looked
at the "unparalleled success" of the Senior PGA Tour, which began
in '80 with two events and $250,000 in prizes and now boasts 45
stops and over $37M in purses.  TV coverage has tripled since
'87, a fact advertisers "cannot ignore."  BBDO's Stephen Grubbs
remains optimistic the Tour will continue to prosper:  "Golf is
one of the hottest sports in the country and it has a unique
target audience, so for the foreseeable future, I don't see that
well running dry" (CNN, 3/18).... The management contract for The
Skins Game has been awarded to Palm Desert, CA-based ViP Golf
Services.  OCC Sports Inc. and Transworld International, an arm
of IMG, promote the event as a joint venture (GOLFWEEK, 3/16
issue).