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NEW USATF CEO MASBACK OUTLINES PLANS IN SPORTS ILLUSTRATED

          New USA Track & Field CEO Craig Masback wrote a piece
     for SPORTS ILLUSTRATED's "Point After" section outlining his
     "plan to take track and field to a new golden era." 
     Masback: "First we need to marshal our assets, which are
     substantial.  The federal law requiring that USA Track &
     Field serve the needs of every runner, race walker, and
     track and field athlete in America isn't a burden, it's an
     opportunity."   Masback calls the "impressive" number of
     participants a "marketer's dream."  Masback's second point
     was the "need to present ourselves better.  Thanks mostly to
     the NBA, fans expect to be entertained when they attend
     sports events.  Many track meets are boring."  Masback cites
     the need to cut the time between races, hold meets in
     smaller facilities "to help spectators get a better sense of
     the athletes' power and grace," and create events where the
     U.S. team takes on other teams.  Masback's third point was
     the "need to reeducate the public and media about the sport. 
     By creating defined seasons, track can have a more coherent
     presence on the sports scene.  Of course, TV exposure is
     key."  Masback adds the need to position athletes as "role
     models," and the need to "tackle the drug issue," by
     reviewing the "comprehensive testing program" (SI, 7/28).

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