The love affair with leading an active life has just recently sprung to new heights. With so much emphasis on staying active, many middle class men have become increasingly more active. Sports Illustrated has spotted this trend and has wisely added more articles and ads to please the readers. An ad for an Olympus Camera has the slogan: “Resists water, dust and snow”. This camera and its ad campaign are clearly geared towards the adventurer. When you are out in the wilderness hiking a mountain, scuba diving, or even skiing, you want a camera that will last, and not break under pressure. Also included is a New Balanc

My last observation about the culture of the readers of Sports Illustrated is that they truly care about sports as a whole. No matter what time of year it is, what sports are in season or what sports are featured in the magazine, the readers still read Sports Illustrated. If a person wanted to just read about baseball, they would buy Baseball Weekly, not Sports Illustrated. Fans of all sports, not one or two, read SI. The readers read it for information, insight, and sheer enjoyment. By looking at the Table of Contents, you can see the wide variety of sports covered in the magazine. There is an ad for the Candlewood Suites hotel chain. In the ad, they offer a deal where if you stay at their hotel for three nights, they’ll give you $25 to spend at the ESPN store. The ad doesn’t specify one item or sport. It was made to attract every type of sports fan. Stay at the hotel and you can buy any kind of sports item. One of the weekly columns is called “The Show”. The author of this column writes jokes about every sports headline for that week. If the smallest of small sports made a splash in sports headlines, this guy writes about it.

For every ounce of activeness in a person is laziness. For the readers of Sports Illustrated, their down time includes social togetherness. This meaning hanging out with friends and family, drinking and smoking, and just being a guy. An article about NASCAR racing at Darlington Raceway in South Carolina shows the true American spirit of

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