Gene Rayburn, 81, the jocular host who winked at double entendres during TV's popular "Match Game" in the '70s, Monday, of congestive heart failure, at his home in Massachusetts . . . . Joey Adams, 88, veteran funnyman and syndicated comedy columnist (whose prolific career covered everything from vaudeville to the Catskills to TV), Thursday. He is survived by his wife, gossip columnist Cindy Adams.