ON A MEXICAN RADIO: MAVERICKS TARGET HISPANIC COMMUNITY

          The Mavericks have launched a Spanish-language
     marketing campaign that "adapts their 'One Fan at a Time'
     slogan" to the Hispanic market, according to Richard Alm of
     the DALLAS MORNING NEWS.  Mavericks President Terdema
     Ussery: "The Hispanic community has been on our radar screen
     since I got here [three years ago].  We're doing it now
     because we've had some things fall into place at the right
     time."  The Mavericks will team with Hispanic Broadcasting
     Corp. to have its KESS-AM affil air all 41 of the team's
     home games this season.  The team will also offer three
     "Hispanic theme nights," translate game programs and Mavs
     Man comics, advertise on Spanish-language media outlets and
     "make charitable contributions to Hispanic causes."  The
     Mavericks "haven't set any benchmarks" for ticket sales to
     Hispanics, but Ussery said that the campaign "isn't a short-
     term fix to shore up sagging attendance."  Ussery: "If the
     building was sold out, we'd still be doing it.  This is an
     initiative that will go on" (DALLAS MORNING NEWS, 11/20).