SBD/27/Sports Media

CONDE NAST SPORTS FOR WOMEN KEEPING CIRCULATION FLAT

          It "looks" like Conde Nast Sports For Women "is now
     headed for a major relaunch at mid-year," according to Keith
     Kelly of the N.Y. DAILY NEWS.  After conducting recent focus
     groups, the title hired Mary Murray as its new Exec Editor
     in charge of "stepping up fitness and nutrition coverage." 
     Conde Nast Editor Dir James Truman "insisted the company has
     not hit the panic button."  But Kelly notes "one sign of
     potential circulation weakness" is that after "slicing back"
     to six issues a year and "buying" Women's Sports + Fitness,
     Sports For Women "has no plans to boost" circulation beyond
     350,000.  Kelly: "That shows possible weak newsstand or
     subscriber support for the magazine."  But Publisher Suzanne
     Grimes said, "I don't think it reflects circulation weakness
     at all.  We bought [Women's Sports + Fitness] primarily for
     the name."  The magazine also plans to hire another Senior
     Editor to "focus entirely on fitness" and will come up with
     a new logo that could debut in June (N.Y. DAILY NEWS, 2/27).
          
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