Sports Illustrated Magazine is published weekly by Time Warner Inc. It was the first magazine with circulation over one million to win the National Magazine Award for General Excellence twice. Isuues cover a vast array of sports news, scores, photos, columns and expert analysis from the world of sports including NFL, NBA, NHL, MLB, NASCAR, college basketball, and college.
As American soldiers returned home from World War II and the economy prospered, recreation became increasingly important. A few executives at TIME, Inc. saw a potential audience hungry to learn more about participatory sports as well as established spectator sports like baseball and football. Against the wishes of others who saw it as a trivial venture, far beneath the company's image, Sports Illustrated was born in the early 1950s. A few 'dummy' issues were produced as the magazine worked on the model for what SI would become. Finally, in August of 1954, the first issue was released to the public. Other sports magazines had been published on a regular basis, but nothing quite as attractive was available weekly and SI found it's early readership very receptive. Through those first few years, SI struggled a bit with it's focus. One week might feature pro football, the next found gymnastics or even bullfighting on the cover. "How to" stories continued well into the 1960s. As time passed, the magazine morphed into what it has become today, concentrating primarily on superb coverage of the major sports like baseball, football, basketball and golf. Other sports are included and the Olympics covered extensively, but the cover rarely strays from the mainstream. The prestige of being on the cover is a boost for the subject, but readers are addicted to the consistently brilliant writing, award-winning photography and bright, funny commentary of current columnists like Rick Reilly and Steve Rushin. In short, many simply find SI to be of such high quality from cover to cover, they simply can't throw it away. And thus is born the SI collector.