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ESPN MAGAZINE SAY IT TOPS INITIAL CIRCULATION TARGET
Published June 2, 1998
ESPN Magazine said that it exceeded 400,000 in paid circulation for its first two issues, after guaranteeing a rate base of 350,000. Paid subscriptions for the two issues totaled more than 225,000, with newsstand sales averaging 175,000. ESPN Magazine said its guaranteed rate base will increase to 500,000 in September, with another hike to 700,000 scheduled for January '99 (ESPN Magazine). AS ADS GO...: AD AGE's Anne Marie Kerwin reported that ESPN Magazine had a "whopping" 107 ad pages in its inaugural issue, and since then has been averaging 54 ad pages an issue. Publisher Michael Rooney said that he "was pleased with the breadth of advertisers," which include American Honda, Tommy Hilfiger, IBM, Microsoft and Nike among others. But Kerwin noted that ESPN "still faces rivals that are delivering many more eyeballs to advertisers," including SI, Sport and The Sporting News, which have circulations of 3.2 million, 750,000 and 500,000, respectively (AD AGE, 6/1).