NBA AND "SI FOR KIDS" ALIGN TO GIVE TEENS THE INSIDE STUFF
The NBA has signed a multi-year deal for Time Inc.'s Sports
Illustrated for Kids to publish the league's Inside Stuff
magazine, according to ADVERTISING AGE. Plans call for the NBA's
every-other-monthly to "shed" its youngest readers, cut its base
33% to 500,000, and reposition to target males age 12-17. NBA
Properties Marketing and Media Group President David Schreff said
the league wants to increase its "reach and relevance" to teens.
NBA Properties also produces the "Inside Stuff" TV show. Schreff
said the league was attracted to Time Inc. "because of the
circulation and marketing machine that SI can provide." Inside
Stuff had been published by Detroit-based Quatron Group for the
past four years. The first issue under SI's banner is November
15 (Keith Kelly, AD AGE, 8/12 issue).