Thursday, February 05, 2009
ESPN the Mag, the A.D.D. reader's dream, is going through yet another makeover. According to Sports Business Daily, "The Mag" will not only get a new look but will also receive a stronger online presence across ESPN's platforms. Via SBD....
ESPN is prepping a major relaunch of ESPN The Magazine that will include a full-scale visual redesign of both the print magazine and the ESPNTheMag.com Web site; a deeper tie with ESPN.com's Insider service, which has included a subscription to the magazine; and a much stronger embrace of digital distribution methods. Exact launch dates for many of the initiatives have not yet been established, but some efforts such as multi-platform ad sales around the magazine brand have already begun. And company execs are aiming for a full-scale presentation of the magazine's new look and identity at this spring's advertising upfronts. The moves come after several months of unfounded industry rumors of a potential demise for the print version of the 11-year-old magazine. "This is about expansion, not contraction," ESPN Publishing GM & Editorial Dir Gary Hoenig said. "We are not abandoning the idea of a printed magazine. It remains a cornerstone of what we're doing. But what we're after is an evolution of the brand."The goal, the network says, is to try and get "Insider" subscriptions up where the "Mag" subscriptions are. The current numbers are a shocking 1.75 million apart, and that alone might explain why I get two copies of the magazine, and haven't paid for Insider in about three years. Many of you have relayed similar stories, and that's certainly not the best way to keep a publication in circulation.
I still think it's a futile effort in the end, but at least they're trying to salvage it. It's really not THAT bad of a read.
ESPN Preps Redesign Of ESPN The Magazine, Accompanying Web Site (Sports Business Daily - $)