Dawna Stone saw an opening and went for it. After the recent demise of Sports Illustrated for Women and Women's Sports and Fitness, Stone felt there was a need for a new magazine for active women.

"The time now is right," the publisher of Her Sports magazine said. "There is such a gap in the market. There are other magazines that bill themselves as women's health and fitness, but actually are all about weight loss and fashion. That's not us."

Instead, Her Sports - which debuts next week - focuses on real women involved in such sports as biking, hiking, running, skiing (both snow and water), snowboarding, surfing, swimming and triathlons. "I want women to be able to look at the women in our magazine and be able to relate," said Stone, 35, a lifelong swimmer who now competes in triathlons.

Her Sports, which will publish bimonthly, starts with 50,000 circulation and offices in St. Petersburg, Fla., and San Diego. Locally, it will be available at Barnes & Noble, B. Dalton and REI stores.