SBD/15/Sports Media

SI SAYS THAT DESPITE NEW COMPETITION, ITS NUMBER ON THE RISE

          Sports Illustrated's circulation has risen to 3.2
     million, and first-half ad pages "were up slightly" from
     1,360 in '98 to 1,384, according to James Brady of AD AGE,
     who reports that ad revenue is also up 7%.  SI President
     Michael Klingensmith said that he "expects third-quarter
     pages to be up 15%."  Brady writes that Klingensmith
     "doesn't sound impressed" when discussing new competition
     from ESPN Magazine.  Klingensmith: "They grossed about $50
     million in their first, slightly shortened year.  SI grosses
     $850 million.  ABC suggests a decline in their newsstand
     sales though they're selling more subs.  Our rate base is
     3.5 million; their's is 700,000" (AD AGE, 7/12 issue).

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