The launch of Sports Illustrated's latest "Swimsuit edition" seems to get bigger every year. But the much-anticipated expanded cover art is just one aspect of the magazine's highly visual, technology-centric new strategy, the publisher said.
"This year, we doubled down on video, we doubled down on experiential, we doubled down on technology," Brendan Ripp, publisher of Sports Illustrated, told CNBC's "Squawk Alley" Tuesday.
But just because there's expanded content online doesn't mean the print edition doesn't garner buzz, Ripp said.