After two test issues, SI Women/Sport "faces an
uncertain future," according to Michael Hirsley of the
CHICAGO TRIBUNE, under the header, "Problems Illustrated: SI
Delays Plans For Women's Magazine." Hirsley: "Whether the
magazine ... becomes a monthly, as originally envisioned, is
now up to a jury of its target audience. It seems unlikely
that the January or February debut will be achieved."
Direct-mail questionnaires were sent in late October to
prospective women readers and their responses "will
determine if and when the magazine gets published." Sandy
Bailey, SI Women/Sport Editor: "The question is not whether
there's an audience, but what are the numbers? A decision
should come early in the new year." If the "fitness and
fashion" niche represents the "full circulation potential"
in the targeted age group of women 18 to 34, Bailey said it
would be "too limiting and too duplicative" for SI. She
estimated that audience at less than 500,000 with the
targeted circulation of Women/Sport at 1 million. Bailey:
"[S]ervices, advice and fashion is not where SI has
experience and cachet" (CHICAGO TRIBUNE, 11/7).
