Tennis Mag Warms Up for US Open

By Steve Smith

What Fashion Week is for Vogue and ELLE, what the Oscars are for People, the U.S. Open is for Tennis magazine. Tennis‘ Sept./Oct. issue is its largest in two years, up 20% over September 2009. The hallmark of this year’s effort is cross-platform execution both of content and advertising.

Group publisher Jeff Williams says, “Popular tennis products such as Wilson, Prince and Head, mainstream consumers brands like Sketchers, Longines and Gatorade, plus U.S. Open sponsors American Express, Citizen, Mercedes-Benz and Continental Airlines, all see a multi-platform partnership with Tennis magazine and as a powerful vehicle to tell their story to our desirable audience.” American Express, for instance, is present in Tennis’ magazine, the site and even the brand’s podcasts.

In fact, podcasting has become a growth driver for Tennis. Monthly downloads of the video show have exceeded 250,000. Site page views have grown to 9 million, with an impressive 13 minutes spent per session.