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Volume 24 No. 160
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          Despite throwing a perfect game Sunday against the
     Twins, marketing experts say that Yankees P David Wells
     "does not make a perfect pitchman," according to William
     Neuman of the N.Y POST.  ProServ President Bill Allard: "He
     threw goose eggs all day Sunday, and he'll turn up goose
     eggs in the national marketing game as well.  It's a one-
     time situation.  What marketers are looking for is sustained
     success and consistency."  Neuman reports that the perfect
     game "did raise his value" in the New York market, "with
     experts speculating he could get $10,000 to $30,000 for one-
     day appearances" (N.Y. POST, 5/19).  Wells' agent, Gregg
     Clifton, said that he "is fielding offers for endorsements
     and speaking engagements."  Wells was scheduled to appear on
     the Howard Stern radio show and "Regis and Kathie Lee" today
     (N.Y. TIMES, 5/19).  Wells was a guest on the "Late Show"
     last night with David Letterman.  Letterman: "Usually, as
     you know, a perfect game at Yankee Stadium is when nobody
     gets hit with a chunk of falling concrete. ... After the
     game, Wells was pretty excited, as you can understand, and
     he celebrated by retiring 27 Heinekens in a row."  Wells
     said that while NYC Mayor Rudy Giuliani offered him the key
     to the city, "I told him that's not a good idea.  Too many
     doors I need to open out there, and that wouldn't be a good
     idea.  I'd let all my degenerate friends in the city.  I
     think they would fit right in" (CBS, 5/18).  ESPN's Peter
     Gammons said that Wells has "become a working class hero,
     he's kind of an iconoclast, and I think now he's going to
     end up a Yankee for a long time" ("SportsCenter," 5/18).
          FIRST RATE: MSG Network drew a 4.52 rating for Sunday's
     game -- equivalent to about 305,350 homes -- exceeding the
     30-game season average of 3.44.  WNBC, which was showing
     Pacers-Bulls Game One, saw its rating drop from a 9.8 to an
     8.1 at 4:30pm, as the perfect game was coming to a close
     (Richard Sandomir, N.Y. TIMES, 5/19).  MSG's ratings rose
     "almost every quarter hour" starting with a 2.4 at 1:30 and
     reaching a 7.1 by the end of the game (N.Y. POST, 5/19).
          IF ONLY EVERY DAY WAS BEANIE BABY DAY: After drawing
     49,820 to Yankee Stadium for Sunday's Beanie Baby promo, the
     Yankees attendance is 26% ahead of last season, and "within
     reach of the all-time [Yankees] record."  Through 16 home
     dates, the Yankees have drawn 486,851, "well ahead" of last
     year's 385,670 (N.Y. DAILY NEWS, 5/19).  Giuliani: "When the
     [Orioles] are not giving out Valentino [Beanie Baby], they
     get 50,000 people per game (N.Y. POST, 5/19).