A BRONX TALE: YANKEES WORK WITH BBDO ON MARKETING BLITZ

          The Yankees are "blitzing" N.Y. with newspaper ads,
     including a "new Spanish-language effort," which runs in El
     Diario and features P Orlando "El Duque" Hernandez as part
     of their effort with BBDO, NY, to reach three million in
     attendance for the '99 season, according to Dottie Enrico of
     USA TODAY's BASEBALL WEEKLY.  BBDO exec Jeff Mordos: "Our
     goal is very simple.  Help the team put more people in the
     seats at Yankee Stadium."  Another ad within the campaign
     appears in the N.Y. Post and N.Y. Daily News and features P
     Roger Clemens that reads: "That's Clemens with a K." 
     Another billboard, "positioned strategically," in Times
     Square reads, "You can't leave New York without seeing a
     play."  Yankees VP/Business Development Joseph Perello, on
     how fans perceive Yankee Stadium: "We don't have a park in
     downtown Manhattan so some folks think that it takes a lot
     of time to travel to Yankee Stadium.  They also have this
     erroneous perception that buying tickets is a hassle.  Our
     job is to re-educate them" (BASEBALL WEEKLY, 6/23).