J.R. WOULD BE PROUD! STARS USE SEX APPEAL TO LURE FANS

          When the Stars first moved to Dallas, the team "had to
     sell the experience," according to Dennis Dodd of CBS
     SportsLine, who wrote, "In Dallas, you ain't nothin' if you
     ain't got sex appeal."  The fact that the Stars, who moved
     to Dallas in '93, are "maybe" the top franchise in the city
     at the moment "says something about their own entry in the
     parade."  Stars Marketing Dir Jeff Cogen "wouldn't disagree"
     that "sex sells" and admits that "it's all by design,"
     describing the team's target demographic as "adult, 25 to
     44, 55% male, expendable income, North Dallas."  Dodd: "But
     in Dallas it's all about Bimbo-cam, tight jeans and a hint
     of libido.  When the camera spots them, they aren't demure,
     they're dancing.  It's honkey-tonk hockey."  Cogen "doesn't
     apologize" for any of the team's marketing tactics, and adds
     that he has "toned it down a little bit," though the game
     program still runs ads for five different "gentlemen's
     clubs" in the Dallas area (CBS SportsLine, 2/21).