Sporting News is the oldest sporting publication in the United States. A weekly from its debut in 1886 until 2008, it was for decades known informally as “The Bible of Baseball” and was essential reading for players, officials, and fans. Beginning in the 1940s, it began to cover a wider array of sports and, in the more recent past, has given prominence to professional football. As sports media have proliferated in print, on the airwaves, and online, the Sporting News has undergone several transformations as it has struggled to maintain a unique presence in a very competitive environment and to attract sufficient numbers of readers and advertisers.