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NBA AND "SI FOR KIDS" ALIGN TO GIVE TEENS THE INSIDE STUFF
Published August 13, 1996
The NBA has signed a multi-year deal for Time Inc.'s Sports Illustrated for Kids to publish the league's Inside Stuff magazine, according to ADVERTISING AGE. Plans call for the NBA's every-other-monthly to "shed" its youngest readers, cut its base 33% to 500,000, and reposition to target males age 12-17. NBA Properties Marketing and Media Group President David Schreff said the league wants to increase its "reach and relevance" to teens. NBA Properties also produces the "Inside Stuff" TV show. Schreff said the league was attracted to Time Inc. "because of the circulation and marketing machine that SI can provide." Inside Stuff had been published by Detroit-based Quatron Group for the past four years. The first issue under SI's banner is November 15 (Keith Kelly, AD AGE, 8/12 issue).