DATE: Tuesday, February 25, 1997            TAG: 9702250188

SECTION: BUSINESS                PAGE: D2   EDITION: FINAL 

                                            LENGTH:   62 lines

LOCAL SCENE

RADIO STATIONS IN SWAP: Heritage Media Corp. of Dallas said it will acquire three Hampton Roads radio stations - WGH-AM (The Score), WGH-FM (Eagle 97) and WLTY-FM (Cool 95) as part of a swap with the stations' current owner, Susquehanna Radio Corp. of York, Pa. In exchange for the local stations, Susquehanna will acquire Heritage's Cincinnati station, WVAE-FM. The deal must be approved by the Federal Communications Commission. No format changes are planned for the local stations, whose offices and studios are in Virginia Beach. Heritage is the nation's largest provider of ad displays in supermarkets and drug stores. It also owns six TV stations and 24 radio stations in the United States. The company said it agreed to the trade because it wants to own several stations in each of the markets in which it operates. NORFOLK

ASSOCIATION ELECTS HOST: The Hampton Roads Coal Association elected David Host of T. Parker Host president for 1997. Dr. Jack L. Siegel was inducted as a fellow of the American Academy of Orthopaedic Surgeons. He was one of 654 new fellows inducted. The academy has 17,000 active members. Cederquist Rodriguez Ripley Maddux, an architectural and interior design firm, promoted architect Dan H. Hickok to a senior associate and stockholder of the firm. VIRGINIA BEACH

POWELL NAMED MARKETING DIRECTOR: Dan Powell, previously regional marketing manager for 360 Communications' Mid-Atlantic region, was appointed director of market operations for Hampton Roads. He will be responsible for overseeing all engineering, administrative, sales and customer service functions for the Hampton Roads market. Life Savings Bank appointed Mary G. Nichols as a residential loan originator in the bank's Larkspur office on S. Independence Boulevard. She was formerly a loan officer with First Republic Mortgage Corp.

MERCURIO JOINS GSH: Anthony J. Mercurio has joined GSH Real Estate Corp. as a property manager at the company's Kempsville headquarters. He has been involved in commercial leasing and property management in the area since 1991. VIRGINIA

REYNOLDS TO TRIM MORE: Reynolds Metals Co. likely will shed more plants and business units later this year after disappointing earnings and stock performance in 1996. Spokeswoman Lou Anne J. Nabhan declined to discuss which plants or businesses might be affected, or whether layoffs might be part of the restructuring. Reynolds, the world's third-largest aluminum company, earned $53 million last year, compared to $353 million in 1995. During the fourth quarter, the company lost $8 million, compared to earnings of $75 million for the same quarter in 1995.

360 TO MANAGE RICHMOND SYSTEM: 360 Communications Co. said it will take over management of a Richmond-area cellular phone system in which it and BellSouth Corp. own stakes. The deal enables 360 to leapfrog GTE Corp.'s GTE Wireless unit as the largest operator of cellular systems in Virginia. Chicago-based 360 owns a 25 percent interest in the Richmond system. Atlanta-based BellSouth owns the remainder. MEMO: To submit an item for the Local Scene, please fax it to 446-2531. ILLUSTRATION: Photo

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