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sports. Golf, croquet--

Hold on.

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Today is the Twenty-sixth of February, 1987. This is Jessica Holland with Andrew Heiskell. Go ahead.

--tennis, billiards. Gentleman's sports. An awful lot of that. We didn't immediately achieve the popularity that we had expected. The advertisers were dubious, because all previous magazine sports were sweaty--do you know what I mean by “sweaty”? They were those kind of sports magazines. This wasn't even a sweaty sports magazine--it was sort of a snooty sports magazine. What kind of ads would you run in that kind of a magazine? The next thing you knew, the idea spread--I'm afraid we helped spread it--that while if you wanted to advertise in Sports Illustrated, you should create campaigns that are particularly suitable to this particular medium. This is the quickest approach to suicide in the advertising business, because even though some will do this, the minute there's a business downturn and you have to cut costs, the first thing you're gonna do is cut the most costly. The advertising campaigns that did run in Sports Illustrated and were especially made for it, had an high start up costs, creative costs. So we not only had not very good circulation figures, but we had terrible advertising figures. Year