• by David Goetzl , August 24, 2010

A chance to reach high-school athletes inside the schools themselves would seem to be an attractive proposition for advertisers. But perhaps to keep commercialism out of the hallways, MSG Varsity is eschewing it.

The New York-area high school network is debuting a companion MSG Varsity magazine next month and plans to distribute it on school grounds -- ad-free.

The magazine will have limited frequency, perhaps coming out three times a year to coincide with the three athletic seasons. The fall version will include various rankings in the sports of football, soccer, field hockey and volleyball.

There will be different covers for pockets inside the tri-state area. MSGVarsity.com will also offer a version.

The magazine will likely serve to promote the fledgling MSG Varsity network, available to Cablevision subscribers. The network this fall will offer a weekly live Friday night football game in HD.

Weeknights include a "High School SportsDesk." The network includes some programming produced by high schools themselves.