SBD/28/Sports Media

FOX SPORTS SET TO ENTER THE MAGAZINE BIZ WITH NFL PREVIEW

          Fox Sports "will wade into the crowded sports-magazine
     waters" in a joint venture with Petersen Publishing Co.,
     according to Jensen & Kerwin of AD AGE.  Fox and Petersen
     will produce the "Fox Sports NFL '98 Preview" insert, which
     "could be the first step toward developing a sports magazine
     to go up against" SI and ESPN.  The football preview insert
     will be distributed through seven Petersen titles, including
     Four Wheel & Off Road, Hot Rod, Motor Trend, Motorcyclist,
     Mountain Biker, Petersen's Sport Truck and Sport.  Total
     circulation will be about 4 million.  The insert will have
     36 pages, includes "at least" 10 ad pages.  Fox Sports
     Senior VP/Marketing Neal Tiles said that the venture is
     being viewed as "a promotional platform for Fox Sports," and
     is "a way to think about a strategic partnership" with
     Petersen.  Tiles: "We are testing the waters."  Jensen &
     Kerwin add that "most likely, the joint venture next will
     create similar preview publications tied to the network's
     other sports properties, specifically" baseball and hockey. 
     The NFL content will feature Fox personalities such as Howie
     Long and John Madden (AD AGE, 4/27 issue).

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