Excerpt

The following story is from the Oct. 16, 2012, edition of Adweek magazine.

Southern Comfort

 

October 23, 2012

By Emma Bazilian

Across the South, the start of fall can only mean one thing: college football, and along with it the time-honored tradition of tailgating. Riding the enormous popularity of the weekend ritual, Southern Living recently kicked off its own tailgating season.
 
In the kind of cross-media touchdown that has boosted newsstand sales 6.6 percent to 137,962 in the first half of this year alone, Southern Living published the Official SEC Tailgating Cookbook, which became a national best-seller...

Southern Methodist University pride rules...