HARRIS WILL STUDY SPORTS SPENDING AS CENTERPIECE OF NEW ARM

          NY-based Louis Harris & Associates will debut a new
     poll "measuring the effectiveness of spending for
     sponsorships and licensing rights on sports" as the
     "centerpiece" of a new sports and entertainment division,
     according to Steve Malanga of CRAIN'S NEW YORK BUSINESS. 
     The company will run the new division out of its Manhattan
     office.  The sports poll will be called the "Harris Event
     Track." Louis Harris & Associates Exec VP Bob Leitman:
     "There's an increasing sense that a lot of money spent on
     sports and events marketing is wasted and has no discernible
     impact. ... I don't know another area in corporate America
     where so much money is committed without a notion of what it
     will achieve" (CRAIN'S NEW YORK BUSINESS, 8/11 issue).