It hasn't taken the new President and Publisher of Sporting News long to make a big impact on the venerable brand: developing partnerships, transforming free products to paid, launching apps. For Jeff Price, the former head of digital for Sports Illustrated, it is all about building the brand and extending the reach of the publication.

Price comes to the 124-year-old Sporting News with a marketing and sports background and sees his role more as brand champion than publisher. But for a publication that was last the dominate when John McGraw still managed the Giants (OK, slight exaggeration) the challenges of transforming the title into a major player in both electronic and print media will be great.
With the help of one of his new media partners, Zinio, I talked to Price about his New Media plans and the ground already covered since the announcement of his appointment in February by the owner of the Sporting News, American City Business Journal, a unit of Advance Publications Inc.
Price moved immediately to make some hard decisions at
Sporting News. These included ending the title's fantasy games operation, the source of some of the title's best web traffic. "The fantasy industry is changing, and we feel it's best to devote our resources to providing the best fantasy content and advice on the Internet, and beyond," Price wrote in a letter to customers.
Price had made the same move at
Sports Illustrated, where he was head of digital, said before relaunching the service. Price said he will be doing the same thing at
Sporting News, launching a new fantasy games service in time for football season, this time with an unannounced, major new media partner.
Creating partnerships is part of Price's M.O., as this was part of the job description for Price at previous stops at Millsport, Trakus, MasterCard and USA Sports.
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SN's first iPad presence through Zinio is for its daily news product, Sporting News Today.
One of the most important new partnerships Price established was with Zinio, the San Francisco headquartered digital magazine and book company. One of Price's first decisions was to work with his new partner on
Sporting News Today, the publication's daily web-based newspaper, rather than the main biweekly
Sporting News magazine.
"Part of the struggle that's going on right now in the industry is trying to force fit what your current business model is into this new platform," Price told TNM. "If we were taking that approach we would have started with
Sporting News magazine and said 'OK, we're going to put all our energy behind
Sporting News magazine and we're going to translate that over to the iPad.'"
So rather than have Zinio port over their bi-weekly magazine, Price would have his new partner bring the previously free
Sporting News Today daily to the iPad, as well as other mobile formats through Zinio's digital newsstand. Now, a reader can subscribe to the daily product and read their news on their iPad, or on the web, and just pay once -- currently 99 cents an issue, or $2.99 a month.
So, for now, readers of
Sporting News, the magazine, will have to wait for an iPad solution. "We've honestly put that on the shelf for now and we'll come back to that and find a way to make sure that its available for those folks who'd want to engage with the magazine from a digital content perspective."
One advantage of starting with the daily product was that it was already a digital-only product. The other reason was that Price saw that the product filled an important need for consumers.
Sporting News Today "was providing packaged content on a daily basis, 365 days a year, really giving a comprehensive review of what happened yesterday in sports and being ready for consumers and business travelers at 6 am in the morning --- we really looked at the opportunity that we had was to fill a void that folks in the newspaper sector are certainly trying to do."
Working with Zinio provided
Sporting News the opportunity to have first mover advantage. Price had seen that, on the iPhone and Android, app developers had leaped into the field -- apps like Sportacular and SportsTap were "thinking like start-ups" by providing readers the sports information they wanted on their mobile devices -- they took advantage of the opening created when publishers failed to step up and rethink their products.