THE RE-ENTRY MARKETING OF THE NHL

     "In hockey, we now have an in vitro case study:  how to
market a sport that nearly self-obliterated a season.  Obviously,
the best marketing is to open -- or re-open -- the doors with
major league players," writes Richard Sandomir.  "Game On!" is
the theme of an upcoming TV spot that will feature street hockey
scenes from "Wayne's World."  A print ad campaign by the league
will feature the tagline: "Tape the sticks.  Lace 'em up.  Drop
the puck."  Fox Sports' Exec VP/Marketing Tracy Dolgin hopes to
round up 10 to 15 players for a variety of personality and
"oddball informational" spots (N.Y. TIMES, 1/18).