SBD/29/Sports Media


          ESPN's magazine "that was supposed to begin competing
     with Sports Illustrated prior to the start of the football
     season is having its opening day pushed back," according to
     a New York Observer report cited in MEDIA CENTRAL.  The
     Observer noted that Hearst Corp.'s "renewed interest" in the
     magazine is "causing the holdup."  Hearst, which owns 20% of
     ESPN and published eight issues of ESPN Total Sports in '95
     and '96, "had second thoughts about backing the magazine"
     after a "start up price" of roughly $75M.  But, Disney
     approved the launch, "subsequently prompting reconsideration
     at Hearst" (MEDIA CENTRAL, 4/28).

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