On August 16, 1954, a new magazine dedicated to covering sports appeared on American newsstands. Announcing itself with a
striking cover photo of Milwaukee Braves third baseman Eddie
Mathews, his swinging bat a blur against the dramatic backdrop
of a crowded Milwaukee County Stadium, Sports Illustrated is
considered a joke by some at its publisher and will not make
money for most of its first decade. Eventually, however, it will
become the undisputed leader in American sports media, the
sporting magazine of record and one of  the most recognizable
media brands in the world.