ESPN Extends Youth Reach, Buys SchoolSports

As ESPN the Magazine celebrates its 10th anniversary, ESPN is set to expand its youth-publishing operations with the purchase of SchoolSports Inc., which publishes Rise and Girl, both targeting high-school-age athletes. The terms of the deal, which also included the Rise Web site, Risemag.com and its high-school basketball event business, were not disclosed.

The acquisition of SchoolSports allows ESPN to share youth-oriented content across multiple platforms in both directions, with ESPN using content from the magazines and vice versa. The top management at SchoolSports will remain intact, with CEO Jim Kaufman staying on and reporting to Gary Hoenig, general manager of ESPN publishing.

Over the last several years, new publications and Web sites have emerged targeting high-school athletes, a highly engaged audience that spends a considerable amount on athletic equipment and entertainment.

Stack magazine, published with corporate sponsorship from Nike, is distributed by coaches to athletes for free. Its stated mission is to inform and entertain athletes, while also discouraging the use of steroids and other performance-enhancing drugs. It maintains a Web site where users can post video clips of their performances, engage in social networking and join discussion and fan forums for famous athletes. Stack also holds events that bring together high-school athletes aspiring to play in college with college coaches and recruiters.

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In December 2006, Takkle.com partnered with Sports Illustrated to give the magazine access to its audience of high-school athletes. Like Stack's Web site, Takkle.com offers users social-networking features and the ability to post videos of themselves in action.

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