ESPN the Magazine is introducing a new format with the issue that hit newsstands on August 13 in the U.S., devoting the bulk of each issue to a single sports topic or theme.
“Rather than continue to try to keep up with every single thing going on in the sports world, we decided to take a deep dive into single topics,” said Gary Belsky, editor-in-chief. This seems to signal that ESPN the Magazine’s Body issue featuring Serena Williams on the cover was a big success. It also signals closer ties between the magazine, which is moving from New York to the Bristol, CT, headquarters – and campus of ESPN – next year and the rest of the company’s various sports TV, radio and Web sites.
The first issue in the new format for ESPN the Magazine is the College Football Kickoff and will be followed in two weeks by the NFL Preview Issue, both of which are among the best-selling regular issues for rival Sports Illustrated each year.
Belsky said he doesn’t think ESPN the Magazine’s new single-subject focus will alienate readers since the upfront sections “Go” and “Play” will still carry 30 to 40 pages devoted to sports of all kinds in each issue. “We actually don’t think it’s a gamble,” said Belsky. “We think we’ve covered all our bases.”
ESPN the Magazine currently has a rate base of 2.000.000 copies and reaches more than 15 million readers every issue, of which 12M are men. Click here to see the online media kit.