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How to Pitch: Sports Illustrated for Kids

This mag for young sports fans seeks specialized coverage and the right packaged idea

- November 27, 2013
The information in this article is current and accurate.

Circulation: 650,000
Frequency: Monthly
Special issues: A year-end double issue, in which the magazine's "SportsKid of the Year" is announced; "The Gotta Get it Guide" holiday issue; and season preview issues for all the major sports leagues.

Background: Sports Illustrated for Kids, launched in 1989, is turning 25 in January 2014. The little brother to Sports Illustrated serves mostly boys (65 percent of its readership) ages 7 to 14, "the age when you're the most passionate as a sports fan," says managing editor and publisher Bob Der, who is only the fourth ME in the magazine's history. SI Kids does more than appeal to young sports enthusiasts with cool pictures of their baseball and football idols, pull-out posters, sports cards and games -- it also encourages kids to read. "It's an effective tool for the reluctant reader," Der explains. The magazine covers all major professional sports and frequently profiles young athletes. "We try to give them something enjoyable, something that will get them reading," says Der.

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