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MCGWIRE TOPS PRO PLAYER SALES: PATIENT AT ENDORSEMENT PLATE

          Mark McGwire and Sammy Sosa top Pro Player's list of
     best-selling MLB players for player-likeness merchandise,
     according to Andy Bernstein of the SPORTSBUSINESS JOURNAL. 
     McGwire goods represented 50% of total sales, while Sosa
     goods represented 8%.  Ken Griffey, Jr.,  Derek Jeter and
     Nomar Garciaparra rounded out Pro Player's top five sellers
     (Andy Bernstein, SPORTSBUSINESS JOURNAL, 10/26 issue).      
          NOT A FREE SWINGER: In Chicago, Elliott Harris writes
     that "ad ventures have been an adventure with baseball's two
     most prolific home-run hitters.  Mostly, it has been nothing
     ventured."  Burns Sports Celebrity President Bob Williams:
     "I see a trend forming here with Sammy Sosa-Mark McGwire
     that's not going to allow baseball to capitalize on the
     tremendous publicity that happened this season ... [McGwire
     is] being choosy. ... It's really too bad for baseball's
     momentum going into next season that it worked out this way
     ... What baseball needs right now is an athlete like Sosa or
     Ken Griffey, a guy who's a little bit younger, a little bit
     hungrier, who wants to make his name and reputation in terms
     of endorsements" (CHICAGO SUN-TIMES, 10/27).
          

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