The New Magazine of Sport

After quietly circulating two trial issues to admen, topflight sport figures, and others, TIME Inc. this week officially announced a new weekly magazine "to report and illustrate the wonderful world of sport." The first issue of the 25-c- ($7.50 a year), TIME-size weekly is planned for the second Friday in August, will come out every Friday thereafter. TIME Inc. is bringing out the first national sport-magazine weekly because of the new emphasis in American life on leisure-time activity and sports.

The magazine, still to be named, has an advertising rate based on a circulation of 450,000, and circulation will be carefully controlled over the 550,000 mark. It will cover every sport from angling to yachting, have such regular features as "Sports-week" (a roundup of the week's sport news), "Preview" (an inside look at a major coming event), "The Sporting Look" (fashions for players and spectators), "Weekend" (how to make the most of leisure time), and articles and fiction by staff and outside writers.

Publisher of the sport magazine is H. (for Harry) H. S. Phillips Jr., who has been with TIME Inc. for 18 years and was advertising director of TIME. Managing Editor is Sidney L. James, ex-staffer of the St. Louis Post-Dispatch, who also came to TIME Inc. in 1936 and was assistant managing editor of LIFE. Said Editor-in-Chief Henry R. Luce: "The new magazine will be a re-evaluation of sport--not an over-evaluation--to put it in its proper place as one of the great new modes of expression."

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