Magazine's Big Draw: High School Football

Football fever means big business for one sports magazine.

Friday, September 5th 2008, 9:05 pm

By: News On 6


By Jeffrey Smith, The News On 6

TULSA, OK -- Football fever means big business for one sports magazine.  It's grown from a local paper to an empire spanning six states.

A good football program is a lot like a good magazine.  You take it one day at a time, but keep your eye on the big picture.

"Anytime a fan walks through that gate, we want to stick a magazine in their hand," said VYPE editorial director Brad Heath.

That attitude's done a lot for VYPE magazine.  Three years ago they covered Green Country sports.

"The idea was to model it, and use it in a franchise system.  Tulsa's a great market for that," said editor in chief Austin Chadwick.

The company started out as High School Sports Magazine three years ago. They felt it was a pretty boring name and too generic to copyright. So, they changed it to VYPE three months ago, and business really took off.

"Everybody really enjoys it, really likes it.  It's catchy.  And, all of our franchises enjoy it as well," said editor in chief Austin Chadwick.

VYPE's has franchised out to seven states across the country.  But, it's still headquartered out of an office in south Tulsa.

"Parents love their kids just as much in Boise, Idaho, as they do in Dallas, Texas.  So, that's more of the model.  It's such a grassroots, local publication," said editor in chief Austin Chadwick.

And, grassroots publicity means hitting the grass or the turf while players stretch out before the big game.  Editor Brad Heath often schmoozes with coaches.

"It's just a way for us to connect with the community, connect with the parents, and connect with the fans who show up every Friday night," said VYPE editorial director Brad Heath.

From a small-town operation to a prime-time player, Heath says there's just something special about Oklahoma and Friday night lights.

VYPE covers all things high school sports from tennis to track and field.  But, editors admit that football in Oklahoma is their bread and butter.  The magazine publishes 20,000 copies a month in Tulsa.

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