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While SI.com still trails the bigger sports

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While SI.com still trails the bigger sports players on the Web, it's got a steady, growing audience. The magazine's top reporters use the Web as an outlet for additional content that isn't in the print edition, while producing far more commentary. Last February, the site enjoyed a significant traffic boost by leveraging its swimsuit issue content, including letting fans download photos to their iPods. Sports Illustrated's Rick Reilly is one of the few major magazine columnists to launch a regular video segment for the Web, Riffs of Reilly. Most recently the site stepped boldly into the open source, blogger world with the launch of MySI, a downloadable desktop application that targets the most rabid fans, while also letting them link out to competitors' sources.—M.S.