For Runners, It’s All in Appearance : Marathon: L.A. race offers rich payday to those who do well, not to elite athletes seeking money merely to show up.

Saying they would rather have elite runners who are willing to compete for a lot of money than those who fly into town and collect a check, the organizers of the Los Angeles Marathon continue to go their own way in a sport that frequently caves in to demands of runners.

Sunday’s sixth annual race offers its most prize money ever. But in sticking to the principle of not paying substantial appearance fees, the race is sending many top runners seeking big paydays elsewhere.

Aurora Cunha of Portugal, for example, announced by marathon officials as an entrant, spurned Los Angeles for Japan, where she is getting a hefty appearance fee.

Many race directors abhor the practice of paying athletes up to $250,000 to run, whether or not they perform well, but most give in to the realities of the market. L.A., however, has remained steadfast on this issue.

Thus, the marathon’s greatly increased prize purse this year makes it one of the country’s richest races. LA.’s total prize money for elite runners is $310,000, with $50,000 and a car going to each winning man and woman.

That compares well to the Boston Marathon, which this year has an elite prize purse of $343,000 with $55,000 each to the winning man and woman. There also is a $100,000 bonus for the runner who sets a world record--2 hours 6 minutes 50 seconds for men and 2:21:06 for women.

The rich purse, however, has not drawn the world’s elite runners to Los Angeles. For that, huge appearance fees are required.

The sport’s big names, the ones who draw television and media attention, are used to being paid six-figure fees merely to show up at a race.

L.A. race President Bill Burke has said he is happy to reward a runner for performance, but he’s not keen on putting up large sums of money merely for an appearance.

Still, the 26.2-mile race has an interesting field.

The men’s race includes several middle-distance runners who are untested at the marathon.

The veterans, however, are familiar faces here. Mark Plaatjes will be running here for the fourth time since fleeing South Africa with his family and seeking asylum in the United States. He arrived in Los Angeles in 1988 with two suitcases, his wife Shirley and their baby daughter. Plaatjes, who has run a 2:08:58, ran his first race in “freedom” that year, finishing third in the marathon here.

The next year, when Plaatjes was in second place and gaining on the leader late in the race, he dropped out because of blood blisters. Last year, Plaatjes felt flat and finished fourth.

Plaatjes, 29 and living in Boulder, Colo., says he is in the best condition of his career after a break from marathon running and a foray into road racing. Plaatjes also has been helping coordinate the recruitment of elite runners for the marathon here.

He has brought in a mixed bag of competitors. Gidamis Shahanga of Tanzania was the lead runner Plaatjes was catching in 1989, before he dropped out. Shahanga dropped out of that race but is a wily and experienced runner who has a personal best of 2:08:32, the best time in the field.

Also returning is Peter Fonseca. The young Canadian, running in his first marathon, was last year’s surprise, finishing third. Brian Sheriff of Zimbabwe, 26, is a runner to watch. Better known at shorter distances, Sheriff has been training at altitude and running a few times a week with Plaatjes. Nivaldo Filho of Brazil, the South American record-holder, is a contender, with a best of 2:10:42. The leading American is Ivan Huff, who won the 1989 Columbus Marathon in a best time of 2:12:56

The key word among the women is speed. Here, too, are runners more accustomed to shorter distances.

Chief among them is Maria Trujillo, who last year was the world’s top-ranked road racer. Trujillo, who was born in Mexico and trains in Arizona, ran 2:28:53 in finishing third at Boston last year.

Anne Audain of New Zealand last year ran her first marathon in seven years. Audain, 35, is the former world record-holder at 5,000 meters and a five-time Olympian. Priscilla Welch of Great Britain has run a 2:26:51 but is coming off two years of injuries.

Emerging as a favorite is Cathy O’Brien, 23. Despite her youth, she has already had a full career. She made the U.S. Olympic team at 16, faded, came back and bounced around at various distances. Now, finally, she appears ready to crack the 2:30 barrier.

She took time away from marathons and gained speed while running the roads and outdoor track circuit. This work, combined with a maturity that has been bolstered by her coach, Bob Sevene, has given O’Brien confidence that she can win.

A late entrant in the women’s field is Irina Bogacheva of the Soviet Union. Bogacheva, 28, was second in the marathon at last summer’s Goodwill Games, running 2:36:25. Her personal best is 2:30:33, which she ran in 1987.