SBD/7/Sports Media


          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).

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