• by Gavin O'Malley  @mp_gavin, September 16, 2005

Sports Illustrated launched a Web site on Thursday dedicated to its college sports magazine, Sports Illustrated on Campus. Also, the distribution of its Campus magazine, which has been around since 2003, is expanding from 75 to 150 campuses, even as circulation remains at one million copies.

While SI.com, Sports Illustrated's existing site, is aimed broadly at 18- to-49-year-olds, their new site, SI On Campus--at www.SIOncampus.com--attempts to target sports fans in their early 20s, according to Dave Morris, who publishes both entities.

"It's a deeper dive into college," said Morris. "Our top priority is to show readers that these sites aren't just digital versions of our magazines."

All the original content is contributed by SI.com staffers and the Campus magazine staff, according to Morris. The Campus site also includes blogs--which are not featured on SI.com--as well as a platform, dubbed as "The Vent," which is for gripers to create and add to discussion threads.

The Coca-Cola Company's Powerade brand is the site's most visible sponsor at this point, but Morris said he is in discussions with many of the brands featured in the print magazine, including video game maker EA Sports, Intel, Adidas, Doritos, the U.S. Army, and the U.S. Navy.

Advertisers may indeed benefit from cross-marketing partnerships, Morris confirmed. "Our print and online salespeople engage in side-by-side selling, and we'll definitely package deals that make it advantageous for them to buy print and online together."