LIKE TWO TURTLE DOVES: CARDS, KMOX AGREE TO RADIO EXTENSION

          The MLB Cardinals have reached an agreement "in
     principle" with KMOX-AM on a new five-year deal for the
     station to continue as the exclusive local-radio broadcaster
     for the team, according to Dan Caesar of the ST. LOUIS POST-
     DISPATCH, who writes that the value of the deal "is believed
     to be nearly twice the amount" of the previous deal and
     could place the Cardinals among the top five MLB teams in
     terms of radio revenue.  Sources said that the deal "would
     be worth about" $7M for '01 and $8-8.5M for the next four
     years.  The previous contract, scheduled to expire after
     '01, was "believed to be worth about" $4.5M per year. 
     Sources also said that the new deal "is believed to include"
     a clause that allows the Cardinals to sell up to 25% of the
     ad time on the broadcasts, a provision that "could be worth
     up to" $2M per year.  KMOX has carried Cardinals games since
     '55 (ST. LOUIS POST-DISPATCH, 12/22).