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SI'S SIMPSON AND SABINO BELIEVE THE KIDS ARE ALRIGHT
Published May 22, 1998
SI For Kids Publisher Cleary Simpson and Research Dir Donna Sabino are the subject of the "SGB Interview" by Chris McEvoy. Sabino, on which leagues kids favor: "[W]hen I started at SI for Kids in 1991 the NBA was not one of kids' favorite leagues. Then the NBA made this deliberate, concerted effort to reach out to kids and say, 'Here's this guy Michael Jordan.' Then kids responded by thinking that well, this is kind of cool. The NFL then took the initiative and started telling kids 'We want you to keep track of your team. ... Pay attention every Sunday.' The leagues can't take for granted anymore that kids are inherently going to know about their sport." Simpson noted that kids "were very effected by the [MLB] strike," and added that MLB has "to find a way to get the players more involved with some of these programs for kids" to boost popularity. Simpson, on the ages of SI For Kids readers: "[W]e're getting them earlier. We have a lot of seven-year- old readers. That's really when you're beginning to learn to read, and they're keeping it longer. We're graduating most of them by 14 or 15. ... Right now, our total readership is about 70/30 boys/girls" (SGB, 4/15 issue).