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Volume 24 No. 159
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          Dennis Crawford from Cleveland, TN, will compete in
     Hershey's Million Dollar Kick at Sunday's Pro Bowl. 
     Crawford, 32, can win $1M if he connects on a 35-yard field
     goal (Hershey's)....In L.A., Denise Gellene reported that
     the Marlboro billboard in 3Com Park "picked up more than 30
     seconds of free air time" during the NFC Championship Game. 
     The exposure gave Marlboro free commercial time worth more
     than $600,000.  Gellene added that the Marlboro signs were
     recently moved to less visible areas at 3Com after the May
     '95 agreement between the U.S. government and the tobacco
     industry (L.A. TIMES, 1/29)....The PBA will kick off the
     first ad campaign in its 40-year history this weekend with a
     30-second spot, created by Partners & Shevack, N.Y., to be
     seen Sunday on ESPN (PBA)....Zucker Sports Management
     negotiated an AT&T endorsement deal for U.S. women's hockey
     goalie Sarah Tueting (CHICAGO TRIBUNE, 1/30)....Merrill
     Lynch downgraded Callaway Golf after the company reported
     lower 4Q earnings of $.34/share versus $.36/share last year. 
     shares of Callaway stock fell 3 3/16 yesterday to close at
     27 1/8 on the NYSE, a 10.5% decline ("NBR," 1/29).