Sports Illustrated had a less-than-stellar start-up. Two publications with the same name failed in the 1920s and 30s as sports was not considered a topic worthy of serious journalism. Henry Luce of Time Warner decided to revive the sports magazine and against advice from colleagues, was launched in 1951. The initial Sports Illustrated issues did not garner much in circulation, but Luce's timing was perfect as spectator sports was just about to become a very popular thing in America. Andre Laguerre took over as managing editor in the 1960s, who worked magic and doubled the magazine's sales through innovative ideas and a revamping of the entire magazine's format. Well-written sports features set Sports Illustrated apart from other similar magazines and in 1964, SI's yearly Swimsuit Issue was launched. Until now, the Swimsuit Issue remains to be the most popular issue, even spawning its own line of television shows, calendars and videos.
Sports Illustrated was the first sports magazine to make widespread use of color photos, regular illustration articles, sports cards inserted in the centerfold and interactive software. Insider articles that focus on the world's most famous athletic leagues, interviews with the most popular athletes of the time, spotlights on amateur athletes and high school players and its annual Sportsman of the Year and Sportsman of the Century awards have all shaped the sports magazine industry as it is today, where Sports Illustrated still soars high.