'Worldwide Leader becomes more of a reader', (Issue 25, Vol. 8, p16): by David Shemilt.

The article identifies ESPN's new avenue of media production, that of the book publishing variety and its surprising success in this form of the media.
Books such as, 'Now I Can Die in Peace', from ESPN's obsessive Boston Red Sox columnist Bill Simmons, have recently been amongst the New York Times' most popular sellers.
However, this just shows how strong the media is as a marketing tool, whether it is to market a top-selling book or just a piece of paper. ESPN's obvious ability to market itself to the public at large allows such marketing strategies as book launches to speak for themselves without the company even spending a penny.
ESPN Radio, the ESPN magazine, ESPN.com and the ESPN television network reaches a huge range of people, allowing any marketing strategy to specifically, quickly and efficiently identify and target its audience. As a result, ESPN has recently seen its average number of releases double in sales since they started this form of media in 1997.
Hence, when marketing any product, the successful sports marketing manager needs to manipulate and utilize the media and all of the benefits that it brings with