MLB'S "MARCH TO OPENING DAY" HOPES TO HAVE PLENTY OF G.A.S.

          MLB plans to launch its "largest integrated marketing
     effort" over the next few months, according to Dottie Enrico
     of USA TODAY.  MLB Enterprises CEO Greg Murphy unveiled this
     "three-pronged marketing attack" to the newspapers, which
     includes as much as $100M in national ad exposure with ad
     spots produced by MLB, Fox and ESPN.  In addition, PSAs will
     feature players and promote a new initiative called
     "Excellence in Education."  There will be a series of promo
     events called "March to Opening Day" which are comprised of
     special events, TV appearances and photo exhibits.  There
     will also be a marketing effort called "G.A.S." (Greet,
     acknowledge, smile) designed to "encourage baseball players
     to develop a more fan-friendly image" (USA TODAY, 2/20).