Sports Illustrated is fishing for subscribers for their new lad mag, Sports Illustrated Edge. The mag is currently in the early stages, but Time Inc. gave an official green light on the test mailing. All this comes on the heels of American Media Inc., who recently shuttered a majority of their fitness mags. It seems SI could fill a gap with much less competition on the newsstand.

Obviously this new competitive market equals an all-out "feud" between SI Edge's Terry McDonell and Men's Health editor David Zinczenko. McDonell and Zinczencko take jabs each other via name calling … and since they both eat at Elaine's, the least hip media hangout on Earth, it's bound to equal a food fight at some point.

For media watchers, the pending launch also seems to be the beginning of a feud between Terry McDonell, the managing editor of Sports Illustrated, and David Zinczenko, the editor-in-chief of Rodale flagship Men's Health.

And since both of them hang out at Elaine's, the upper East Side watering hole favored by media swells, things could get very interesting if SI Edge, as it is officially called, moves beyond a test.

Interesting? A cat fight on the Today show would be "interesting." Sitting on opposite ends at the diner? Even Star Jones is more interesting than that.

SI FLASHES EDGE-Y SIDE [Keith Kelly, New York Post]