Phil Steele’s College Football Preview Magazine: An Unwavering Tradition
A Critical Moment in 2020
On June 5, 2020, in the midst of the COVID-19 pandemic, Krifka Steffey, then the director of newsstand sales for Barnes and Noble, faced a minor crisis. While browsing Twitter, her husband, Jay, delivered some alarming news: college football expert Phil Steele announced he wouldn’t be selling his annual college football preview magazine on newsstands due to the unpredictable nature of the upcoming season.
Steffey immediately sprung into action, urging her team to track down Phil Steele. “I was like, ‘Uh-uh, he’s going to make this magazine,” Steffey recalled. This wasn’t just any magazine; it was a substantial revenue driver for Barnes and Noble, outperforming all other titles by a wide margin—remarkable given that the retailer had stores in all 50 states.
The Art of Negotiation
Determined to keep Steele’s magazine in circulation, Steffey crafted a deal that minimized any risk to him. She offered to absorb the costs of unsold copies, a move that reflected her belief in the magazine’s enduring popularity and resilience. A month later, Steele delivered the magazine as planned, and it continues to be a staple of summer reading for college football fans each year.
An Enduring Love for Print
In an increasingly digital world, the annual release of college football preview magazines has remarkably persevered. While options have dwindled since the heyday of 20 years ago, mainstays like Phil Steele’s publication, Athlon, and Lindy’s maintain dedicated followings. Texas fans also avidly purchase Dave Campbell’s Texas Football, a tradition that stretches back to 1960.
Phil Steele himself notes the practical advantages of a printed magazine. “The printed magazine is a quicker, easier reference than even the Internet,” he explained. With all content laid out consistently within the pages, fans can effortlessly locate scores and statistics from seasons past.
The Nostalgia Factor
There’s a unique nostalgia attached to these magazines, often cherished by readers who grew up flipping through the colorful pages in family settings. Jordan Jones, a 26-year-old from Indiana, reminisced about spending summers with his family reading Athlon and Lindy’s, convinced that his Purdue team would perform better than experts estimated.
For many fans, the tactile experience of reading a printed magazine evokes fond memories. Derek DeVries, an Iowa supporter, expressed how reading outside while enjoying nature feels much more satisfying than viewing the same content digitally. “It’s nostalgic,” he remarked.
A Lifeline for Fans Around the World
Chase Clemens, a 32-year-old Army veteran, takes his Phil Steele magazine everywhere, even on deployment. “My dad got me hooked when I was about 14,” he shared, and now the magazine keeps him engaged during the long summer days.
Interestingly, the magazines even have a unique audience: prison orders. Lindy Davis, publisher of Lindy’s annuals, revealed that they frequently receive orders from inmates, highlighting the magazine’s widespread appeal.
A Rich History of College Football Publications
Preseason college football publications have a storied history, stretching back to at least 1891. Initially seen in the Spalding’s Official Football Guide, these publications started with rule explanations and evolved into extensive annual reviews featuring team photos and schedules. By the 1930s, titles like “Illustrated Football Annual” and “Stanley Woodward’s Football” began to emerge, with Street and Smith’s launching an influential version in 1940.
As the Internet began to take over in the late 20th century, many magazines fell by the wayside. Street and Smith’s ceased operations in 2007 following a merger. Even as the industry contracted, the survivors adapted. Steele, for instance, transitioned to a partnership exclusively with Barnes and Noble, reflecting the changing market.
The Competitive Landscape Today
Today’s newsstands frequently showcase vibrant, single-issue publications dedicated to everything from pop culture to trending topics, sometimes leading to fewer spaces for traditional magazines. “Walmart used to have 60-foot racks,” Davis noted, “Now they’ve got a four- or eight-foot rack.” Despite that, the demand for one-off publications, like Steele’s college football preview, remains strong.
In recent years, Steele increased the price of his magazine from $12.99 to $19.99 and remarkably, saw profits rise. His conviction is clear: “Anybody who’s had the magazine needs the magazine.” Surprising as it may seem, he believes a $25 or even $30 price tag wouldn’t deter loyal buyers.
Sales Trends and Future Outlook
Sales figures reveal an interesting story. Steele prints around 150,000 copies today, though he claims higher sell-through rates than in previous years. Conversely, Lindy’s estimates suggest they sold about 85,000 copies last year, a strong performance considering the dramatic drop from past heights.
The landscape for these publications continues to evolve. Athlon, which was recently acquired, has shifted its focus back to print, producing various sports preview magazines and reaffirming its commitment to the tactile experience for fans.
Generational Shifts in Consumption
As college football fans become more accustomed to digital media, some contributors from younger generations still hold onto the tradition of reading print magazines, albeit for different reasons. Nebraska fan Nic Rhode noted that he primarily engages with online content but still buys magazines due to a sense of tradition and nostalgia.
On a recent visit home, he passed his copy of Athlon to his father, who lives a less digital lifestyle, demonstrating the intergenerational bond that physical magazines can foster.
These narratives of tradition and nostalgia amid a changing media landscape highlight the unique place that college football preview magazines hold, bridging generations and providing fans an enduring connection to the sport they love.