The first Sports Illustrated was published on August 16, 1954 by Time patriarch Henry Luce. Before this, two other magazines had been published under the same name. The goal of the new magazine was to be "not a sports magazine, but the sports magazine". Sports Illustrated was a pioneer in its liberal use of color photos, scouting reports, in-depth sports reporting, regular illustration features and inserts of sports cards in the center of the magazine. Today Sport Illustrated has over 3.5 million subscribers and is read by 23 million adults each week, including over 18 million men. Sport Illustrated swimsuit issue, which has been published since 1964, is now an annual publishing event that generates its own television shows, videos and calendars.