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).
