WITH LPGA SEASON OPENER FRIDAY, RITTS TOUTS MARKETING APPEAL

          The LPGA, which opens its '98 schedule on Friday, was
     profiled by Brad Townsend of the DALLAS MORNING NEWS.  In
     his second year last year, Commissioner Jim Ritts spent
     "much of the year fighting old LPGA problems: public and
     media perception, and lack of national visibility."  But
     Ritts is "emphatic in this belief: That 1997 was a positive
     step in the tour's evolution, guaranteeing better stability
     in 1998 and beyond."  Ritts: "We had sponsor turnover, but
     the turnover didn't mean the loss of events."  Townsend
     added that with new partnerships with Mercury and ESPN,
     three more events will be televised than last year.  In
     addition, the average LPGA purse in '90 was $439,102, while
     it will be $761,904 in '98.  Ritts: "I set a priority of
     building the brand of the LPGA. ... Our [TV] demos are 55
     percent male, 45 female.  In the world of sports television,
     that's highly unusual.  Our on-course crowds run almost
     exactly 50-50 male-female.  That means we present ... an
     opportunity to reach a dual audience" (MORNING NEWS, 1/12).