COHAN TAKES MEASURES TO MAKE HIS WARRIORS LAND IN THE BLACK

          Since Warriors Owner Chris Cohan purchased the team in
     '95 for $119M, it has been on a three-season losing streak,
     according to Frances Hong of the S.F. EXAMINER.  But Cohan
     "has launched a marketing strategy that economists say won't
     create a winning team, but will help raise its resale
     value."  Hong: "Since taking over, Cohan has persuaded
     Alameda County to finance the Oakland Coliseum make over;
     introduced a new team mascot, colors and uniforms; and
     embarked on a multimillion-dollar advertising and marketing
     campaign aimed at giving the team a '90s look and increasing
     attendance at home games."  Under an agreement with the city
     and county, Warriors Arena Management, a Cohan subsidiary,
     manages the renovated arena and collects revenues from all
     Coliseum events -- including a 5% facility fee expected to
     bring in between $2-4M a year.  That will help pay off $11M
     in annual debt service of which the team is responsible for
     $7.4M (Frances Hong, S.F. EXAMINER, 11/25).