SBJ/March 7-13, 2011/Media finds audience quickly, the new online sports magazine co-produced by and Yahoo! Sports, has immediately found a mass audience, surpassing 11 million monthly unique visitors in roughly 60 days.

The joint effort, launched in mid-January, marks an attempt to reimagine a consumer-focused sports magazine for the digital age, blending long-form journalism and features with content covering sports extensions into technology, travel, style, entertainment and social media.

While new sites such as this often take months or even years to find a sizable audience, generated 8.4 million uniques during its first 30 days of operation and 11.4 million uniques during the month of February.

“This whole experience has completely exceeded even my wildest expectations,” said David Katz, founder and CEO of the Los Angeles-based “But we’re seeing a real flight to quality, across the entire Internet landscape. We’re putting a big emphasis on high-quality, original long-form content, and fans are truly responding.”

The traffic figures are based on internal server data. Once becomes tracked by third-party measurement firms such as comScore, the site’s traffic will become part of Yahoo! Sports’ monthly roll-up figures.

The quick spike in traffic has attracted additional top-tier advertisers. A launch sponsorship from Toyota has since been joined by buys from Under Armour and Procter & Gamble’s Head and Shoulders brand, among others.

“This is a natural extension for us that has allowed us to engage fans differently, and definitely adds more depth to what we do,” said Dave Morgan, Yahoo!’s executive editor for North America and now co-head of Yahoo! Sports.

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