SEPARATED. Chris Evert Lloyd, 29, tennis champion (three times at Wimbledon, six at the U.S. Open); and John Lloyd, 29, one-time member of Britain's Davis Cup team; after nearly five years of marriage, no children. Explained Chris: "We need time to be by ourselves."

AILING. Michael Jackson, 25, top pop-record and video performer (Thriller); from second degree scalp and back burns after an exploding smokebomb canister ignited his hair during the filming of a Pepsi-Cola commercial. A Los Angeles doctor who treated the singer said that he might need reconstructive surgery.

DIED. Edward J. Daly, 61, pugnacious founder of World Airways and originator of no-frills U.S. air fares; after a long illness; in Orinda, Calif. Once a semipro boxer, Daly parlayed two World War II military planes (cost: $50,000) into a hugely lucrative charter line in the 1950s. In 1979 he offered one-way, cross-country tickets for $99.99, but major-airline competition, a strike, high fuel costs and a grounded fleet of DC-10s during a safety scare nearly plucked World out of the sky.

DIED. Rosser Reeves, 73, Madison Avenue's high-powered guru of the hard sell, and chairman from 1955 to 1966 of Ted Bates, which he helped make one of the top five ad agencies in the world; of a heart attack; in Chapel Hill, N.C. A pioneer of political commercials (for the 1952 Eisenhower campaign), he preached against mere "show window" ads that win art-direction awards, emphasizing instead a product's "unique selling proposition." Samples of his credo at work: ads for M & M candies ("They melt in your mouth, not in your hand"), and Anacin ("Fast, fast, fast relief).

DIED. Justin Whitlock Dart, 76, cantankerous California industrialist and longtime member of Ronald Reagan's "kitchen cabinet"; of heart disease; in Los Angeles. Dart joined Walgreen drugstores as a stock clerk in 1929 after marrying the boss's daughter and eventually became the chain's general manager. In 1941 he moved to the Rexall Drug Co. and turned it into Dart Industries, a conglomerate he merged with Kraft Foods in 1980. Dart recognized Reagan's political potential and worked to advance his career, but refused to accept any high-level post as a reward. Said Dart: "Ron has enough experience with Justin Dart to know that I don't want a damn thing from him."