Her Sports, launched by Wet Dog Media in March, is for the group of women the publishing world often overlooks: Real women who regard active sports as an important part of their lives, not a trend.

What makes Her Sports a minority among women's magazines is that it does not promote fad diets or accept advertising for diet pills and weight-loss supplements.

"Her Sports is for real women who balance the sports they love with busy successful lifestyles, " says Dawna Stone, publisher and founder. "This is not the magazine for women with an eye on getting skinny or flattening their abs in two weeks. It's for all those women who feel left out by current women's fitness magazines."

Stone is a graduate of UC Berkeley and also holds an MBA from UCLA's Anderson Graduate School of Management. Her Sports corporate office is in St. Petersburg, Fla. For more information log onto hersports.com.