New View of Sporting Life

Women are making a name for themselves in sports, and it’s about time they had a magazine of their own to show for it. Sports Illustrated for Women hits newsstands today, the first of four issues scheduled for publication this year.

The magazine, published by Time Inc., has been in the planning stages for several years.

“We released two test issues last year and found there is a large body of interest from what we call the ‘Title 9 generation,’ or women who grew up playing sports,” explained editor Sandy Bailey.

Sports Illustrated for Women hopes to stand out from the pack of women’s fitness magazines on newsstands (Self, Shape and Women’s Sports and Fitness, to name a few) by appealing to a younger reader.

“To the post-feminist generation, sports is cool. We found the most passionate interest skewed toward 15- and 16-year-olds. They have a hunger for role models, and sports play an active part in their lives. Most of them play on varsity teams,” Bailey said.

The magazine will cover the sports women play and follow, from basketball to tennis, soccer to volleyball, figure skating and more, with an emphasis on college and high school athletes. Also included are food and health advice--even a sports horoscope.

But the burning question is: Can we look forward to a male swimsuit issue?

“On the last page of the spring issue, you’ll find our tribute to SI’s swimsuit edition,” Bailey said.

Ladies, it’s not what you think. You won’t see bulging Speedos. The guys will be dressed in full-coverage Jams.

“This is a wholesome approach to swimsuits,” Bailey explained.

Wait a minute--that’s not fair!