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IS AD REVENUE FROM SIGNAGE AT FENWAY THE NEW GREEN MONSTER?

          Fenway Park will have a rotational billboard behind
     home plate, signs for Fleet Financial Group, MasterCard and
     NH-based computer supplier PC Connection on the right field
     wall, and a Bob's Stores ad "just above Fenway's distinctive
     centerfield 'triangle'" for the upcoming season, according
     to Gregg Krupa of the BOSTON GLOBE.  The "likely" rotational
     signage will tout the Red Sox ticket line, Web site and
     souvenir store, although "soon" after the home opener, "as
     many as 10 advertisers will share" the space.  Team execs
     "would not release" the names of those companies.  Red Sox
     VP/Sales & Marketing Larry Cancro: "We're the 26th team in
     baseball to have the rotational signage behind the plate --
     we're among the last holdouts."  Krupa added that "there are
     strong indications that at some point this season, another
     advertisement will eventually join the Coca-Cola bottles" on
     the second light tower above the Green Monster.  Red Sox
     Exec VP John Buckley, defending the marketing moves: "We're
     talking about seven figures in revenue here, in excess of
     $1.7 million this year alone" (BOSTON GLOBE, 4/10). 
            

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