LIKE A ROLLING STONE: ESPN MAGAZINE TO GO SUPER SIZE

          ESPN Magazine, in addition to being marketed via ESPN's
     cable stations and Web site, "will be backed" by a $1M trade
     campaign and "a separate consumer push," both created by
     Wieden & Kennedy, NY, according to Ann Marie Kerwin of AD
     AGE.  The bi-weekly will have an initial rate base guarantee
     of 350,000 for its first issue in March, which compares to
     3.15 million for SI.  ESPN "plans to increase circulation"
     to 500,000 by September '98 and 700,000 by January '99.  The 
     newsstand price will be $2.95, while subscriptions will
     average $26 per year.  At the 350,000 circulation level, a
     color page ad will cost $21,700, with a B&W costing $15,190. 
     Once circulation is moved to 500,000, color will go for
     $31,000 per page; B&W for $21,700.  Magazine Publisher
     Michael Rooney said that ESPN "is targeting a younger sports
     fan" than SI and that the magazine "will be oversize, like
     Rolling Stone" (AD AGE, 10/13 issue).