ON THE MARK: MCGWIRE MAY LEND IMAGE TO SAFEWAY BRAND CEREAL

          CA-based grocery chain Safeway is "working on a deal"
     that would allow it to use a photo of Cardinals 1B Mark
     McGwire on boxes of Safeway Select Toasted Oats cereal,
     according to Kelly Smolen of the CONTRA COSTA/TRI-VALLEY
     BUSINESS TIMES.  Should the deal go through, the 15-ounce
     boxes, which will feature McGwire and his son, will hit
     shelves "beginning in September or October" and will remain
     on sale for eight weeks at a cost of $3.09.  However,
     Safeway spokesperson Debra Lambert said that any discussion
     of the possible deal would be "premature to talk about." 
     Smolen adds that Safeway would donate "approximately" 15% of
     the cereal sales to Cardinals manager Tony LaRussa's CA-
     based Animal Rescue Foundation (ARF), though neither Safeway
     nor ARF officials "would disclose" the expected total
     contribution.  McGwire, also an "active ARF supporter," had
     some of his memorabilia auctioned on eBay in June, resulting
     in a $35,000 donation to ARF (CON. COSTA/T-V BUS., 8/23).