SBD/Issue 82/Sports Media

SI For Women Sees Circulation Along With Ad Revenue Growth

SI for Women is "hitting the mark" with "solid growth" in circulation and advertising, according to Valerie Block of CRAIN'S N.Y. BUSINESS. Block called the magazine a "niche title" and "scrappy." By "patiently crafting its product," SI for Women is "winning, by providing a mix of features on favored athletes and information for women who participate in everything from field hockey to competitive swimming." The magazine increased its circulation rate base this year by 33% to 400,000. Ad pages rose to 50 per issue in '00, up from 33 in '99. Ad revenues "more than doubled" to $5.4M last year. However, Block notes that a "difficult advertising climate ahead could slow progress and sour management's taste for further investment, even though costs are defrayed by leveraging" SI's resources. SI for Women launched in March '00 and "has yet to turn a profit." The magazine will publish eight issues this year, up from five last year, "with plans to go to 10 issues" in '02. The audience is "young, with a median age of 26, active and valuable" to advertisers who want to be "associated with the feel-good aura of supporting women's sports." Hershey Foods VP/U.S. Marketing Michael Holmes, a charter advertiser in SI for Women, about the rising popularity of women's sports: "To us, it seems long overdue. Women's sports at the grassroots level in high school and college has been increasing for years" (CRAIN'S N.Y. BUSINESS, 1/15 issue).

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