WILL SI WOMEN/SPORT GET GREEN LIGHT? DECISION COMING SOON
Published November 7, 1997
After two test issues, SI Women/Sport "faces an uncertain future," according to Michael Hirsley of the CHICAGO TRIBUNE, under the header, "Problems Illustrated: SI Delays Plans For Women's Magazine." Hirsley: "Whether the magazine ... becomes a monthly, as originally envisioned, is now up to a jury of its target audience. It seems unlikely that the January or February debut will be achieved." Direct-mail questionnaires were sent in late October to prospective women readers and their responses "will determine if and when the magazine gets published." Sandy Bailey, SI Women/Sport Editor: "The question is not whether there's an audience, but what are the numbers? A decision should come early in the new year." If the "fitness and fashion" niche represents the "full circulation potential" in the targeted age group of women 18 to 34, Bailey said it would be "too limiting and too duplicative" for SI. She estimated that audience at less than 500,000 with the targeted circulation of Women/Sport at 1 million. Bailey: "[S]ervices, advice and fashion is not where SI has experience and cachet" (CHICAGO TRIBUNE, 11/7).