Magazine Aims For Active Teens

Just in time for the back-to-school season comes SchoolSports, a “monthly magazine
for active high school students.”
Each month, 50,000 complimentary copies of the publication will be distributed at more than 100 high schools and numerous sports facilities and retail stores in more than 70 cities and towns. Stories will include profiles of notable young athletes as well as team standings and statistics.
A one-page, four-color ad in SchoolSports costs $2,040. Various discount plans are available. So far, Coca-Cola, Timberland, Bob’s Stores and Taco Bell have signed one-year commitments.
Founded by former New Haven Register school sports reporter Jonathan Segal, the magazine is taking pains to avoid being perceived as one more vehicle companies can use to get ads into schools, said marketing director Matthew Casey.
SchoolSports will “provide useful content [and] not just become advertorial” while maintaining a 67 percent edit-to-ad ratio, Casey said.
If the launch is successful, the Boston-based magazine will look to branch out into other East Coast markets, Casey said. -David Gianatasio