CBS golf analyst Gary McCord releases his first book, "Golf
For Dummies," this week. The book, written with Golf Digest
correspondent John Huggan, includes a foreward from Kevin Costner
and an afterward from Hootie and The Blowfish (CBS
Sports)....ESPNET SportsZone launches a promotional campaign next
week on ESPN and ESPN2. The campaign, created by ESPN's ad
agency, Wieden & Kennedy, revolves around "the fictitious 'ESPN
Laboratories' and employs the tag line 'Technology for You." The
spots have a "retro" feel (ESPN). ....HTS and AOL's Digital City
area will host an online chat during tonight's MLS game between
the DC United and the Columbus Crew (HTS)....The One-on-One Radio
Network has added an affiliate for part-time programming in
Baltimore, WWLG-AM (simulcast on WASA-AM) (One-on-One)....NBC
Sports President Dick Ebersol said Magic Johnson will be
available for Olympic basketball coverage, but that his schedule
and business interests would "preclude him" from making a full-
fledged return to NBA coverage in '96-97 (USA TODAY, 5/15).
....INSIDE MEDIA's Brockinton & Reynolds reports some media
buyers expect "softness" in the 4th quarter TV sports marketplace
because of CBS' entry into college football lineup and national
MLB playoffs (INSIDE MEDIA, 5/15).
