When SPORTS ILLUSTRATED kicked off its first issue last August, its immediate goal was a circulation of 450,000. Last week, after only eleven issues, SPORTS ILLUSTRATED was well over the goal line. Publisher H.H.S. Phillips Jr. announced that the magazine has a circulation of more than 525,000. As a result of the 17% increase, said Phillips, ad rates will be upped 9%, effective April 4. Despite the fast circulation climb, said Phillips, "we are more interested in a quality circulation in the hundreds of thousands than one in the millions."
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