COORS SAYS HOME RUN FINALIST MUST WALK TALL, CARRY BIG STICK

          Coors Brewing will select its five finalist for its
     July 10 $10M home run contest this week, according to Mike
     Klis of the DENVER POST.  Coors Manager Corporate
     Communications Dave Taylor said the five finalists "must fit
     criteria that was specified in fine print."  Taylor: "The
     entry form specifies that you must have some physical
     ability that you can hit a baseball.  We wouldn't want
     someone who doesn't have a chance" (DENVER POST, 6/17).
          MILLIONS MORE: On "Moneyline," CNN's Casey Wian looked
     at the inflation of sports prize promotions, including
     Coors' $1M HR contest that it began at Dodgers games in
     April.  Coors Field Marketing Dir Joseph Wagner: "You're
     competing against things like lotto and other sweepstakes
     prizes out there.  So our intent was to really generate a
     number that peaked consumers' interest and get the retailers
     and distributors excited."  Coors said its Southern CA sales
     are up since the contest began and estimates that it has
     received $1M worth of publicity from the promo (CNN, 6/16).