EXECUTIVE TRANSACTIONS

          MLB named ROBERT BOWMAN as the first President & CEO of
     its new Internet unit, MLB Advanced Media (see THE DAILY,
     10/2).  Bowman, who will oversee all aspects of MLB's New
     Media & Internet business interests, was President & CEO of
     online retailer Outpost.com.  He will report to MLB's BOD
     and MLB President PAUL BEESTON (MLB)....EVAN GOLDFARB was
     named Exec VP/Marketing & New Business Development for
     Simmons Market Research Bureau.  He was Senior VP/Sports
     Marketing at Scarborough Research (AD AGE, 11/16)....SFX
     named ED STACEY as Exec VP & CFO and ADAM PHILLIPS as Exec
     VP/Corporate Development (SFX)....ESPN named RICK ALESSANDRI
     to the new position of VP/Assistant to the President, where
     he will work with GEORGE BODENHEIMER.  Alessandri was GM of
     SportsTicker since '96.  JIM MORGANTHALER was named GM of
     SportsTicker to replace Alessandri.  Morganthaler has been
     with SportsTicker since '83 (ESPN)....Senior Golf Magazine
     named PETER MORRICE as Editor (GOLFmail, 11/16).