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He's a diaper dandy, baby!

The New York Jets' overtime victory over Baltimore on Sunday was worth at least a week of good feeling for beleaguered fans, but it was worth much more to the Kimberly-Clark Corp.

The company got about $350,000 in free advertising when coach Bill Parcells made complimentary post-game remarks about rookie kicker John Hall. The remarks included a reference to Huggies, one of the company's most profitable products, said Eric Wright, a vice president for Joyce Julius & Associates, a company that estimates the value of endorsement and advertising contracts for companies.

Minutes after Hall kicked a 37-yard field goal in overtime to give the Jets a 19-16 win, Parcells answered a question about Hall missing some key field goals this season. "We're trying to get this kid off diapers and into his street clothes," he said. "Today, we took those Huggies off." His remark appeared in several major newspapers, and more important, Wright said, played several times on ESPN and CNN.

"When you can get your product's name on one of the programs, it gets picked up all around the country on other affiliates," Wright said. "It's of great help to the company, especially when they aren't paying for it."

When it comes to diapers, Kimberly-Clark doesn't need help. The Irving, Texas-based company has 34 percent of the diaper market, according to A.C. Nielsen. Its closest competitor is Procter & Gamble Co. with 26 percent.

Kimberly-Clark, though, won't try to expand its lead by asking the volatile Parcells to endorse Huggies. "He's kind of emotional," spokeswoman Wendi Strong said. "Who knows what he might say."

With bad D, they must go down hard

The Raiders have allowed 256 points in nine games. Last season they allowed 293 in 16.

They're giving up 410 yards a game. Last year their average was 294. So it's no surprise they're 3-6.

This despite a defensive line that features four first-round draft picks. So what's wrong?

Try this: Just before the 1996 season, John Fox quit as defensive coordinator because of interference from the front office (Al Davis). Now he's being lauded for his defensive work with the Giants, who lead the NFC East.

"The first thing I told him when he interviewed with us," Giants GM George Young said of Fox, "was that his reasons for leaving the Raiders were a plus with me, not a minus."

End of tale.

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