As summer rolled around, Time Inc. announced its plans to publish the magazine. " SPORTS ILLUSTRATED," said Barron's, "is obviously no fly-by-night, but it is a plunge into the unknown for all that, competing with some 89 specialized sports publications ( The Blood-Horse, the Chess Review, etc., etc.) and seeking as it does to dramatize on a national scale activities that more often than not have mainly only local interest."
Business Week guessed that the magazine might do all right if it didn't wander too far from its core sensibility. "They want to direct the magazine's appeal to the country club set," Business Week said, "the upper-income people who are—or would like to be—familiar with sports cars, skiing at Davos, the National Open." No one, the magazine predicted, "was interested in a straight sports magazine of the familiar kind, largely masculine in tone."