Sure Sports Illustrated is grabbing all the headlines with their annual swimsuit issue, 
but according to Media Week, specialty independent publishers like SchoolSports and Stack and scoring with editorial targeting male high school athletes in major metro markets. Advertisers are eager to reach these illusive male teens as well. The magazines cover high school athletics overlooked by magazines and local newspapers. Together, these competing titles offer advertisers audited circulation over 1 million readers via thousands of high schools. Advertisers already in the game include Reebok, Puma, Sony Playstation, and Dell.
“Kids are very competitive and very dedicated to their sports,” said Steve Lerch, vp manager of print media for Campbell Mithun. “It’s an easier leap of faith that kids are taking time to read this compared to other direct-to-consumer magazines.” Marketing Blurb agrees and reminds advertisers that NBA superstar LeBron James was a high-schooler just last week.
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