SBD/8/Sports Media

PUBLISHING WAR HEATS UP WITH REDESIGN OF THE SPORTING NEWS

          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).  

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