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PUBLISHING WAR HEATS UP WITH REDESIGN OF THE SPORTING NEWS
Published December 8, 1997
The Sporting News (TSN) has launched its initial issue as part of its five-year, $30M redesign. The relaunch will run with the tag, "See A Different Game." TSN's redesign comes after a comprehensive fan study conducted by Simmons/Monitor, which surveyed 1,438 men and found that pro football was their favorite sport, with an 8.77 rating on a scale of 1-10. Rounding out the top five were the Olympics with an 8.01, followed by college football (7.23); MLB (7.06), and men's pro basketball (6.96). The "See A Different Game" marketing campaign will kick-off with new print, TV and radio ads breaking this month. The spots were created by Christy MacDougall Mitchell, NY (TSN). BRING 'EM ON: In N.Y., Mary Huhn examines TSN's relaunch. TSN Publisher Fran Farrell, on competition with other sports magazines: "We'll beat the heck out of ESPN Sports and Sports Illustrated for these guys who want stats, team information and season previews" (N.Y. POST, 12/8). TSN will look to increase circulation, which "has hovered" at about 515,000 for three years (Michael Hiestand, USA TODAY, 12/8)....Time Inc. Editor-in-Chief Norman Pearlstine, on competition for SI, including ESPN Magazine and TSN: "I don't think there is anything they are doing with that magazine [ESPN] that we can't and won't do better and I can think of a myriad of things we will do that they won't be able to touch. That said, I take them seriously, but I also take Sporting News' redesign, Sports' redesign and ESPN on television seriously" (Keith Kelly, N.Y. DAILY NEWS, 12/8).