CART'S MARKETING LEADER LEAHY STRIVES FOR CONSISTENCY

          When he become CART Senior VP/Marketing in January, Pat
     Leahy said that instead of "going in a hundred different
     directions," he "pared the focus to just doing a couple of
     things extremely well, starting with putting everything"
     under the CART logo and including the series' full title,
     according to Drew Sharp of the DETROIT FREE PRESS.  Leahy:
     "The biggest problem was a lack of consistency in our
     marketing strategy.  There was a tendency to move into
     programs and out of them just as quickly if there wasn't an
     immediate reaction from the general public. ... And all that
     did was confuse the message."  Leahy: "There's a sexiness to
     this sport that we really haven't taken advantage of.  And
     it's a product that sells itself when you get people to the
     track.  Getting them to the track is the key, and we've been
     testing a number of things ... like autograph sessions with
     [drivers] to see what will deliver" (FREE PRESS, 7/18).