Revenues blossom for sports books - sports periodicals - Brief Article

Folio: The Magazine for Magazine Management, May 15, 1994 by Rolf Maurer

Spring brought a 16 percent jump in ad revenue for the sports category, which pulled in $122 million through March, compared to $105 million for the same period last year. "We're up |more than 50 percent~ because of big gains in equipment and resort, as well as auto and liquor advertising," says Rip Warendorf, ad director for Snow Country, a New York Times Company Sports/Leisure title.

Higher temperatures also elevated revenues by 25 percent for Time Inc.'s Sports Illustrated, which in February introduced Golf Plus, a bound-in supplement for 400,000 of its 3.1 million subscribers. "We've also picked up fishing and hunting advertising from Kmart for the first time," says SI publisher David Long.