The Critical 'I'

Read. React. Repeat.

Wednesday, October 16, 2002

Sheesh, seems like there's at least one magazine being killed off every day. It is fallout out time, I guess: the rotten ad climate has taken it's toll. Sports Illustrated Women is the latest knockout victim. AOL Time Warner is shuttering magazines right and left, it seems.

SI Women really was a tough venture, I think. In it's original incarnation, it did mirror Sports Illustrated in that it covered major women's sports, mainly on the college level but also the pro ranks in tennis, golf and the fledgling WNBA. This was a fairly unique product that had no real competition, but it was soon apparent that the reason there was no competition was because there was not much demand for this type of content. It quickly switched gears to include an awful lot of personal fitness/individual athletic training stuff. The problem there was that there are already a plethora of established mags out there that are devoted to just this--Self, Shape, etc. In the end, SI Women was a hybrid that was too difficult for readers and advertisers to really define.