The NFL has a stronghold over American sports, but magazines remain a market it cannot tackle. Ad Age reports that NFL Magazine, which launched amid high hopes in December (Tim Tebow on the cover!), has folded. The fourth and final issue is the April edition.

It’s not surprising that NFL Magazine failed. Sports Illustrated remains the magazine for sports and football fans are more likely than ever to go online to get their fix; especially to sites like Yahoo, which maintains superb NFL coverage. However, a Spokesperson for the NFL said that low subscription rates and poor ad sales weren’t the reason the title was shuttered. “The magazine was well received by fans,” the person told Ad Age. “It was clear to us that it was a viable product.”

If everything was so great, why would the NFL stop production? That’d be like Tom Coughlin benching Eli Manning in the middle of a well-orchestrated drive. Something isn’t right about the Spokesperson’s explanation, but we’re guessing no one will care that much anyway.