TOO MUCH OF EVERYTHING IS JUST ENOUGH? GRETZKY ON A ROLL

          Wayne Gretzky "is off to a fast start at what he hopes
     will be a career as lucrative and rewarding" as his one in
     hockey, according to Michael Grange of the Toronto GLOBE &
     MAIL, who calls Gretzky "product endorser extraordinaire,
     businessman beyond compare."  Grange reports that Gretzky's
     post-retirement business and endorsement ventures pay "as
     much or more than" the US$6M he earned with the Rangers last
     season and that "as much as" US$4M "comes in the form of new
     relationships" Gretzky has formed since he retired.  Grange
     also writes that the "quality and quantity" of Gretzky's
     "new business is impressive," as he will earn US$500,000 for
     his Tylenol deal and "more than" US$1M for each of his deals
     with A-B and Alberta-based electric company TransAlta. 
     Gretzky earns US$800,000 from "existing clients," such as
     Upper Deck (Toronto GLOBE & MAIL, 9/29).  Goodyear formally
     announced its deal with Gretzky yesterday (see THE DAILY,
     9/27).  A national print ad will break in next month's
     issues of national and int'l publications as part of a $6M
     marketing campaign that will also include TV, "Most Gripping
     Moments of the Century" promo and POS materials in 4,000
     Northern U.S./Canadian Goodyear retail stores (Goodyear).
          OVERKILL? In Toronto, William Houston notes Gretzky's
     multiple post-retirement endeavors and wonders, "Is it
     possible to overdose on Wayne Gretzky?"  Dan Diamond,
     publisher of Gretzky's new book, "99 My Life in Pictures,"
     answered, "I think it is. ...  [But] I think [agent] Mike
     Barnett and the other people who have handled Wayne so
     successfully over the years recognize that there's a point
     [of oversaturation]."  Houston writes that since Gretzky's
     book cover "bears" the NHL's "imprimatur," it is a league-
     licensed product, and his collaborator, John Davidson, is an
     ABC, MSG and CBC NHL analyst and also writes a column for
     NHL.com.  Houston questions the relationship between
     Davidson and the league and wonders if Davidson will "ever
     criticize the league on anything" (Toronto GLOBE & MAIL,
     9/29).  FSN's Keith Olbermann, on Gretzky's deal with
     Goodyear: "Could we take up a collection for Wayner or
     something so he doesn't have to do this?" (FSN, 9/28). 
          NO JACKETS REQUIRED: In Toronto, Lance Hornsby reports
     that yesterday Gretzky "shot down rumours he would join the
     ownership team" of the Blue Jackets (TORONTO SUN, 9/29).