MADISON AVE. LOSS: It’s a busy time...

MADISON AVE. LOSS: It’s a busy time at the Bowers Museum of Cultural Art in Santa Ana. Tonight it holds its major fund-raiser in its courtyard--with a $100,000 goal--and Sunday it opens two new exhibits, California Impressionists and a separate collection of portraits and still lifes. . . . The museum has also completed a major task, finding a name for its upcoming children’s museum. Chosen was “Kidseum,” through a local children’s contest. Says spokesman Brian Langston: “We could have spent $100,000 on Madison Avenue and not come up with one better!”

NOT JUST A STROLL: If you see a few hundred people walking around Lake Mission Viejo today, they’re not just checking out available real estate. Their “Walk Around the Lake” is to raise funds for ovarian cancer research. . . . Anybody can join in--10:30 a.m. start, minimum donation of $15--and if you can’t last the three miles, there’s a “sag” wagon to provide relief.

BACK AT IT: Since his playing days ended 20 years ago, Los Angeles Rams Hall of Famer Deacon Jones--part of the “Fearsome Foursome”--has remained loosely associated with football. But now, he says, “that old flame is ignited.” . . . . Jones is in his first year on the Rams’ radio broadcast team (KMPC-AM). Says Jones, who will share analyst duties with Jack Snow at today’s game in Atlanta (C2): “Now I’m down in the locker room, I’m at practice, traveling with the team--it’s just like the old days, really.”

CHEAP GAME? If you think it just costs too much to take in a Rams game at Anaheim Stadium, it’s still cheaper than most places in the National Football League. Team Marketing in Chicago has put out its annual football attendance cost figures, ranking the Rams only the 16th most expensive out of 28 teams. . . . Four people can gets sodas, beer, hot dogs, parking, tickets and a program for $178. The same deal at the L.A. Coliseum for the Raiders would cost you $201. Most expensive: San Francisco, at $236. Cheapest: Green Bay, at $151.