SBD/16/Sports Media

ESPN MAGAZINE CHARGES SI OF BEING A COPY CAT IN REDESIGN

          Sports Illustrated "is planning major design changes
     and is mulling a monthly spinoff -- moves that ESPN
     officials characterize as defensive reactions to their
     forthcoming" ESPN Magazine, according to Jeff Gremillion of
     MEDIAWEEK.  A Time Inc. exec said SI will unveil a new
     design "changing everything, from the cover logo to the
     length of columns."  ESPN Senior VP & Exec Editor of ESPN
     Magazine John Walsh called the SI design changes "reacting
     to our prototype."  Walsh also "charged" that the SI changes
     are "styled after an ESPN sample that has been shown to
     advertisers."  SI Manager/TV & Business Publicity Robin
     Shallow "denied that the launch of ESPN or the title's
     prototype are factors in SI's new look."  Shallow: "We do
     have plans for some exciting changes, but not a major re-
     design."  Gremillion also reports that SI is "considering
     launching an oversized monthly spinoff" that would be
     "hipper than SI, for younger readers."  SI's Shallow "would
     not confirm the spinoff discussions" (MEDIAWEEK, 12/15). 

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