FOX SPORTS LOOKS TO BRAND OUT INTO APPAREL AND NEW MAGAZINES

          Fox Sports "soon will approach major retailers" about
     establishing branded areas in stores to sell sports
     merchandise and apparel, according to Chuck Ross of AD AGE. 
     Fox is also "considering" a quarterly magazine covering the
     sports for which it holds broadcast rights.  According to a
     Fox source, both ideas are part of an "overall strategy" to
     "cement in the consumer's mind Fox Sports as an independent
     entity," and added, "It wouldn't be an exaggeration to say
     we want to compete with merchandise and apparel from the
     likes of Nike."  Fox Sports will pitch the store-within-a-
     store concept to retailers such as JCPenney.  Fox's plan is
     for merchandise to center on the Fox Sports logo, but also
     carry marks of leagues and teams covered by Fox.  The
     network hopes to announce store partnerships by the NFL
     season opener (AD AGE, 4/28 issue).