SBD/2/Sports Media


          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).

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