The Press: The New Magazine of Sport

After quietly circulating two trial issues to admen, topflight sport figures, and others, TIME Inc. this week officially announced a new weekly magazine "to report and illustrate the wonderful world of sport." The first issue of the 25¢ ($7.50 a year), TIME-size weekly is planned for the second Friday in August, will come out every Friday thereafter. TIME Inc. is bringing out the first national sport-magazine weekly because of the new emphasis in American life on leisure-time activity and sports.

The magazine, still to be named, has an advertising rate based on a circulation of 450,000, and circulation will be carefully...

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