SBD/11/Sports Media

SI FOR KIDS SEES ATLANTA AS "SPRINGBOARD" TO TARGET CHILDREN

     In an attempt to launch advertising packages targeted toward
children, SPORTS ILLUSTRATED FOR KIDS will run a monthly feature
called "Olympics Countdown."  The "Countdown" will include
Olympic Athlete profiles, Olympic Q&A and highlight "special
events," according to this weeks INSIDE MEDIA.  Two ad positions
per issue will be in the section that will run through the Summer
Games next July.  Multimedia packages will play an integral role
in SI FOR KIDS' business, "especially leveraging the presence of
official Olympic sponsors, like Coke and McDonald's," however
Kathryn Drury writes that non-sponsors can also participate in
certain programs.  SI FOR KIDS will publish special Olympic
issues, including one with a focus on the "Dream Team."  SI FOR
KIDS Publisher Cleary Simpson said they are seeking a sponsor for
the basketball issue  (INSIDE MEDIA, 8/2 issue).
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