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NEW LOOK OF THE SPORTING NEWS EXAMINED AS ESPN NEARS LAUNCH
Published March 2, 1998
The re-branding of sports magazines with the impending arrival of ESPN Magazine is examined by Stuart Elliott of the N.Y. TIMES. Noting the redesign of SI, Sport and editorial changes at Inside Sports, Elliott writes that "the most ambitious revamping is being undertaken" by The Sporting News (TSN). TSN has introduced a consumer and trade ad campaign by NY-based Christy MacDougall Mitchell. After it spent $500,000 on research, TSN concluded that it should remain a "niche publication" for readers known as "team loyalists: the true sports fans who want a deeper perspective." The campaign, which features the tagline "See a different game," presents TSN as "the publication for the most ardent and knowledgeable fans of the so-called Big Six sports: baseball, basketball, football, hockey, college basketball and college football" (N.Y. TIMES, 3/2).