New Sports Mag Banks on National Appeal of New Miami Heat - Advertising Age - MediaWorks
NEW YORK (AdAge.com) -- The Miami-based founders of The Source and Hip Hop Weekly are betting that LeBron James and his new team, the Miami Heat, will be so popular nationally that 20 or more pages of Heat coverage every issue will attract readers from all over the country.
The first issue of Skyboxx is almost entirely devoted to LeBron James.
"The Miami Heat are poised to become a franchise on the level of the New York Yankees, the Dallas Cowboys, the Showtime Lakers of the '80s -- teams that have broad appeal, that have followings beyond their local markets," said David Mays, publisher of Hip Hop Weekly, which he started along with Raymond "Benzino" Scott.
The first issue of the monthly magazine, called Skyboxx and arriving on Aug. 3, is almost entirely devoted to Mr. James, whose Cavaliers uniform on the cover can be peeled away to reveal a Heat jersey underneath.
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