On a roll: Steve McKelvey

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Steve McKelvey, 41, was named president of FanGuide, the nation's largest publisher of free game-day programs, in January 2000. Previously, he was publisher at PSP Sports, producers of traditional guidebooks sold at games. FanGuide launched in 1998 and now has 13 full-time employees. By mid-June, it expects to reach an annual distribution rate of about 12 million digest-size guides, up from about 2 million a year ago.

Edge: Traditional game programs cost consumers a couple of bucks, and they demand tremendous resources for teams to produce. We specialize in this medium; we can produce guides with up-to-the-minute game information, and we're experts on this audience. We can provide revenue-generating opportunities for teams and leagues with no investment.

Fact: A seasonlong ad page in the New York Jets FanGuide costs $35,000, but it's being handed to every fan, whereas an ad in a traditional game program sold to fans costs about $20,000 and reaches only a fraction of the audience.

Insight: Fans have brief, very intense interest in game information. The average fan looks at the FanGuide more than four times per game, and more than 80% of fans take our programs home with them.

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