Advertising Industry
Industry: Email Alert RSS FeedESPN to launch 'extreme' magazine; `EXPN the Magazine' could enter X game market as soon as October.
Advertising Age, January, 2001 by Fine, Jon
Get ready for EXPN the Magazine.
ESPN the Magazine, the joint venture title launched by Walt Disney Co. and Hearst Magazines in 1998, has an extreme-sports magazine in development and is weighing international expansion of its flagship.
ESPN has developed a working prototype of an EXPN-branded title that would focus on extreme sports. ESPN launched expn.com, an extreme sports-themed Web site, in February 2000.
The magazine project already boasts an editor-Stephen Malley, former editor of Sports Illustrated for Kids-and pages and elements are being designed by Darrin Perry, who designed the every other weekly ESPN the Magazine.
``ESPN built what has been traditionally called the action-sports marketplace,'' said one ESPN executive,...
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