Adidas America, Fila USA, Nike and Wilson Sporting Goods are among the advertisers that have bought space.
The Association of Tennis Professionals and the Women's Tennis Association are also involved in the creation of the magazine; the premiere edition arrives on newsstands this week.
"It is vitally important to do a better job of promoting tennis to the youth market," said Pierce O'Neil, USTA's director of marketing.
Participation in tennis is on the rise, after a slump in the early '90s. Sales of rackets and balls last year grew 8% and 2%, respectively, according to the Tennis Industry Association. In addition, a recent ESPN/Chilton Sports poll found that tennis ranked second to baseball in attracting new fans in 1996.
Most pro sports organizations are ramping up their marketing efforts aimed at kids, to develop their future fan base and capture an even larger share of their mind and time.
Topspin, with an initial print run of 200,000, will be published three times this year and four times next year. A color page costs $12,500. The magazine will sell on newsstands for $2.95.
Wilson is backing a promotion that will get the magazine distributed and showcased in USTA tennis clubs. It also will be promoted at the U.S. Open and various ATP and WTA events, and to the USTA's 500,000 membership via direct