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SPORTS ILLUSTRATED GOES ON-LINE ON COMPUSERVE
Published February 15, 1995
SPORTS ILLUSTRATED announced a deal to create an on-line presence on CompuServe. "SI Online" will bring SI's extensive sports content to users of CompuServe, the largest online service with more than 2.6M subscribers. In addition to full text and select photos from current issues, SI Online also will provide a forum where members can partake in discussions with the magazine's editorial staff, an SI library of special collector editions, and a sports clipping service. The service will also have up-to-the minute scores of pro and college games, and an SI Online store with authentic, league-licensed merchandise (SPORTS ILLUSTRATED). INTEGRATED MARKETING PAYS OFF: SI's "gamble" in refocusing its advertising around integrated marketing and multimedia "appears to be a solid hit, if not a grand slam," writes Keith Kelly in the latest ADVERTISING AGE. In '94, SI "reversed a three-year ad page slide to finish up 19.4%, with 2,415.9 pages. And this year with an increased TV presence through its own production arm, ad pages appear to be rising even more." One example of multimedia selling is the annual swimsuit issue -- $297,000 got an advertiser a 30-second spot on NBC's special last night, an ad page in the swimsuit issue (5.1M circ.), and an ad page in a regular SI issue (3.1M circ.). Other opportunities range from spots on SITV on ABC's "Wide World of Sports" to monthly poster giveaways at Foot Locker stores. Sports Illustrated President Donald Elliman: "With a mature title, you always have to reinvent yourself" (ADVERTISING AGE, 2/13 issue).