PIRATES MAY BE ANONYMOUS BUT THEY WORK HARD FOR THEIR MONEY

          A new TV commercial for the Pirates began airing this
     week as part of a new marketing plan that will put Pirates
     players into the community, according to Christina Rouvalis
     of the PITTSBURGH POST-GAZETTE.  The spot, by Ketchum
     Advertising, Pittsburgh, shows a young, anonymous baseball
     player taking batting practice from a pitching machine
     adjacent to a house.  The player hits the ball so hard and
     so late at night that he keeps a middle-aged couple from
     sleeping.  A voiceover reads, "New logo.  New uniforms.  New
     players. Same old Pittsburgh work ethic."  The spot ends
     with a shot of a Pirates lunchpail.  Rouvalis notes that
     appealing to "old-fashioned" work ethic "typically plays
     well in Pittsburgh."  The Pirates are spending a little more
     than $500,000 in advertising this season, down from $1M last
     year, but the club is spending more on public relations and
     giveaways (PITTSBURGH POST-GAZETTE, 3/11).