BULL RUN EYES NEW STRATEGY FOR RECENTLY ACQUIRED HOST

          Atlanta-based Bull Run Corp., the parent company of
     Host Communications (HCI), "issued a plan this week that
     said" that HCI, in an effort to obtain "better margins,"
     will "focus more on affinity marketing and less on costly TV
     rights fees," according to Amy Baldwin of the LEXINGTON
     HERALD-LEADER, who notes affinity marketing "involves
     targeting a specific group such as teenagers, a college's
     alumni or pro basketball fans."  HCI Founder & CEO Jim Host:
     "The need for a company to penetrate their particular market
     is going to be more and more necessary.  The marketplace is
     being fractionalized so much, because there are so many more
     mediums out there for people to watch."  Baldwin notes that
     HCI said last month that it would not renew its exclusive
     marketing deal with the NCAA (see THE DAILY, 6/12) but
     reports that the company "still will go after broadcast and
     marketing contracts" with colleges.  Host said that those
     deals "offer many opportunities to market to particular
     audiences" (LEXINGTON HERALD-LEADER, 7/21).