SI SWIMSUIT ISSUE 2007 RESEARCH HIGHLIGHTS

							    SI SWIMSUIT ISSUE
2007 RESEARCH HIGHLIGHTS
          MAY 2007
DEMOGRAPHICS

BIGGER THAN EVER!

       69 million projected Adults 18+ (+3.0%
       increase versus YAG)
          43 million Men (+4.9%)
          26 million Women

       Delivering 32% of all US Adults 18+
       Highest Coverage EVER!
          40% of all Men 18+; Highest Coverage
          Since 2000!
          23% of all Women 18+



Source: Beta Research
DEMOGRAPHICS

ATTTRACTIVE DEMOS

        Median Age: 38.4
        Median HHI: $71,700
        College Grad +: 59%
        Employed: 87%




Source: Beta Research
READERS LOVE IT

POSITIVE READER REACTIONS
        87% agree the content was not
        objectionable
        85% agree the issue was presented in
        a classy and elegant manner
        84% agree the SI Swimsuit Issue is the best
        of its kind compared to other swimsuit
        issues/magazines
        83% agree the issue is stylish and trendy




Source: Beta Research
READERS LOVE IT

POSITIVE READER REACTIONS (continued)
        79% look forward to the SI Swimsuit Issue
        each year
        78% said the issue showcases the latest
        trends in fashion swimwear
        74% enjoy learning about the destinations
        featured within the issue
        69% enjoy learning about the lives and
        backgrounds of the models




Source: Beta Research
READING THE ISSUE

HIGH READER ENGAGEMENT
        Time spent reading Issue: 42 minutes
        Number of times issue was picked up: 2.3+
        times
        80% said they definitely will be likely to
        read the issue in 2007
        39% will save the entire issue / items of
        interest




Source: Beta Research
ADVERTISEMENTS

GREAT ADVERTISING SHOWCASE
        89% agree the custom swimsuit ads are part of the fun of the
        issue
        83% agree the ads in the swimsuit issue are
        more attention—getting,
        entertaining, and memorable
        than ads in issues of other
        men’s magazines




Source: 2007 Starch Report
ADVERTISEMENTS

GREAT ADVERTISING SHOWCASE
        80% said the issue is a great place to advertise a new product or
        service




Source: 2007 Starch Report
ADVERTISEMENTS

GREAT ADVERTISING SHOWCASE (continued)
        79% of male respondents said they
        spend more time looking at the ads in the
        swimsuit issue than they do at ads in other
        men’s magazines
        79% of male respondents said their
        image of an advertiser is enhanced when
        they see it in the swimsuit issue
        60% of male respondents said they are
        most likely to consider / purchase products
        they have seen in the SI Swimsuit issue




Source: 2007 Starch Report
MULTIMEDIA

WANTING MORE…
        26% of SI Swimsuit readers watched
        “The Making of the SI Swimsuit Issue
        2007” on TNT and/or Swimsuit on
        Demand on Time Warner
        19% of SI Swimsuit readers went to
        SI.com for additional coverage of SI
        Swimsuit
        19% of Male SI Swimsuit readers are
        aware of the ability to download SI Swimsuit
        video clips
        13% of Male SI Swimsuit readers plan to
        download SI Swimsuit video clips

Source: Beta Research
MULTIMEDIA

AND MORE…
        87% of Male SI Swimsuit readers who
        own cell phones (with screen savers)
        are aware they can download SI
        Swimsuit photos
        27% of Male SI Swimsuit readers who
        own cell phones (with screen savers)
        have an interest in downloading
        videos of swimsuit models to their cell
        phones
        25% of Male SI Swimsuit readers who own
        cell phones (with screen savers) have an
        interest in downloading swimsuit model
        photos to their cell phones
Source: Beta Research
SOURCES
AUDIENCE MEASUREMENT RESEARCH-BETA RESEARCH
     Telephone Survey among nationally
     represented sample (random dialing)
     Total Sample: 526
       Survey Dates: 3/15-3/29
       50/50 Male Female Split
       Sub sample of respondents aged 15-17
       also included

ADVERTISING RESEARCH-STARCH
     207 In-person Interviews
     107 Male 18+ Readers/100 Females
2007 SPORTS ILLUSTRATED SWIMSUIT ISSUE
The SI Swimsuit issue continues to be the largest issue in the country, capturing more than 67 million adult
readers, 1 out of 3 adult consumers!
Bigger Than Ever! This audience continues to grow...
• 67 Million Audience (+4.7% vs year ago)
        • 41 Million Men (+3%)
        • 26 Million Women 18+ (+8%)

ATTRACTIVE DEMOS
• Median Age: 36
• $70,400 Median HHI
• 61% College Grad+
• 83% Employed

POSITIVE READER REACTIONS
• 80% said they were completely satisfied/satisfied with the issue
• 79% said it is fun to find out who is on the cover of the SI Swimsuit Issue
• 79% said the SI Swimsuit issue is the best of its kind compared to other swimsuit issues/magazines
• 78% said that the issue showcases the latest trends in fashion swimwear
• 78% said that it is as stylish/trendy as any fashion magazine

HIGH READER ENGAGEMENT
• Time Spent Reading -- 43 minutes
• Number of Times Issue was Picked Up - 2.3 times
• 80% said they definitely will/likely to read the issue in 2007
• 45% will save the entire issue/items of interest
Source: Beta Research


GREAT SHOWCASE ENVIRONMENT FOR ADVERTISERS
• 81% agreed that the ads in the Swimsuit issue are more attention-getting and memorable than ads in issues of other
  men's magazines
• 82% agreed that the custom swimsuit ads are part of the fun of the issue
• 80% said the issue is a great place to advertise a new product or service
• 67% said that one of the reasons why they look forward to reading the SI Swimsuit Issue is the unique ads in the issue
• 72% of Male respondents said they spend more time looking at ads in the Swimsuit Issue than they do looking at ads in
 other men's magazines
• 59% of Male respondents said they are more likely to consider/purchase products seen in the SI Swimsuit issue

SWIMSUIT READERS TAKE ACTION
• 29% visited a marketer's website
• 29% requested information on a product or service in an ad
• 23% bought/ordered a product or service featured in an ad
• 18% cut-out/marked an advertisement of interest
• 16% entered a promotion or sweepstakes advertised in the issue
Source: 2006 Starch Report


National Rate Base: 4,500,000
National: Rate P4CB: $355,580
Select:    Rate P4CB: $153,755
18-34:     Rate P4CB: $ 83,260

IN-BOOK MATERIALS CLOSE DATE:                    SI SWIMSUIT ISSUE DATE:                ONLINE MATERIALS CLOSE DATE:
        JANUARY 5, 2007                           FEBRUARY 16, 2007                          JANUARY 22, 2007