Walt Disney, Hearst Corp. and Petersen Publishing Co. are
"discussing a partnership" that would combine their "considerable
clout" to launch a weekly, ESPN-branded competitor to SI next
year, according to Donaton & Ross in ADVERTISING AGE. The
"venture" would merge ESPN Total Sports, a "joint venture" of
ESPN's Disney and Hearst, with Petersen's monthly, Sport, to form
ESPN Sports Weekly. Petersen would be the alliance's general
partner. In a "twist sure to turn heads in the publishing
world," the deal would put Petersen Chair & CEO Claeys Bahrenburg
"back in business" with Hearst, "a year after he was removed as
president of its magazine division." An deal on ESPN Sports
Weekly "could come as soon as next spring," with a fall '97
debut. Targeted circulation is under 2 million, compared to SI's
nearly 3.4 million (ADVERTISING AGE, 10/21 issue).
SI KIDS HITS THE AIRWAVES? Sources tell ELECTRONIC MEDIA
that CBS' Eyemark Entertainment is near a deal to develop a TV
project around SI For Kids. A weekly series based on the
magazine is "likely," while a group of specials is also a
"possibility" (ELECTRONIC MEDIA, 10/21 issue).
