SPORTS ILLUSTRATED FOR KIDS brings the excitement, color and joy of sports to boys and girls 8 to 14. Designed to encourage reading, the visually dynamic magazine takes a fresh, kid's-eye view of the sports world. It offers a rich assortment of stories, puzzles, fun facts and playing tips that engage and inspire. The magazine's stories quietly teach kids math, science, history, geography, and also contain life lessons about such things as fair play, perseverance, self-esteem and respect for others. Parents' Choice Magazine Award 1994, 1995, 1996, 1997 Parents' Choice PC Award/CD-ROM 1995 Easter Seals Grand Award for Editorial Excellence 1995 Frequency 13X/year Category Sports Reach  1999 Rate Base  Audience 3,150,000 22,909,000 Demographics  Median Age  M/F  College+ 11.5 80/20 81% Female Head of Household 83% Male Head of Household 1999 1x-Open Page 4-color $47,000 Competitors Parents Playbook, Everything You Wanted to Know About Sports Encyclopedia CD-ROM, SI KIDS Commercial Online Service, Awesome Athletes CD-ROM.