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In Newark, New Jersey, lawyer Frank Giantomasi spent $7,000 to have his firm billboarded in center field at Riverfront Stadium. “I didn’t do it to drum up business,” he says. “It’s more like having a giant business card out there.” Giantomasi says the minor league Newark Bears, who began playing in the new stadium in July, are a terrific boost for the city and the ad is mostly an expression of his support. Bears owner Rick Cerone wanted him to add the words, “Hit this sign and win $100,” a la Abe Stark, the Brooklyn politician and clothing merchant who pledged to give a suit to any batter who hit his ad in Ebbets Field. “I think that would have been going overboard,” says Giantomasi.

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