Sports Illustrated is the newest offspring of Time Incorporated. And as with any new arrival, friends and relatives are bound to gather round and look for family likenesses.

In our mind, of course, there is no doubt that here is no changeling but already, at its birth, a happily recognizable member of the Time Inc. family.

The Time Inc. family, over the years, has been praised and blamed, analyzed and psychoanalyzed, labeled and mislabeled, by experts.

Our intentions—so far as we understand them—have been quite simple. We never went in for "me too" publishing. We always tried to invent new journalistic forms to fill not just a vacuum but a surging need.

In 1923 there was no magazine for an exciting and excited world that was bursting at the seams with curiosity about itself. So TIME, The Weekly Newsmagazine, was invented. And in SPORTS ILLUSTRATED you will see something of TIME'S nose for news and the full, coherent weekly recital of that fascinating world in itself, the Wonderful World of Sport.

In 1930 there was no magazine to speak of and for American Business with the color, drama and absorbing human content which this new phenomenon needed and deserved. So FORTUNE was invented. And in SPORTS ILLUSTRATED you will see that sport has emerged from the era of isolated contest into a new era of tremendous size, of national and international importance; again, a new phenomenon, needing and deserving its stimulating but wise chronicler.

In 1936 there was no magazine to picture, in pictures, the myriad faces and events of a world whose beauty and brutality, tenseness and serenity, accomplishments and dangers, could most vividly be caught by the eye of the camera. So LIFE was invented to give journalism a new and needed visual dimension. And in SPORTS ILLUSTRATED today's miraculous cameras will have a weekly field day in a field that is peculiarly theirs, to capture the instants of dramatic excitement, of human and animal grace, of victory and defeat, that are what sport is made of.

1923, 1930, 1936, 1954.

Today the word "newsmagazine" is as generic as cellophane.

Today the name FORTUNE is the nationally accepted hallmark of business journalism.

Today LIFE'S weekly millions of copies are an accepted fact of American life.

It is our hope and our promise that in some tomorrow you will no longer think of SPORTS ILLUSTRATED as Time Inc.'s newest baby, but as the accepted and essential weekly reporter of the Wonderful World of Sport.