New look Daily Sport offers 'alternative take on life'

The new-look Daily Sport newspaper is a daily newspaper ‘that takes the piss”, former Loaded editor and the paper’s editorial consultant James Brown told The Independent.

The paper has been redesigned on a low budget after sales plummeted, with all the adult adverts in a separate supplement making the main newspaper more appealing for mainstream advertisers, Brown working with new editor Barry McIlheney who launched men’s weekly Zoo.

Brown said:”Our aim is to produce something that’s funny, throwaway and taps a little into the heritage of the original Sunday Sport, which was a great alternative take on life. Everyone takes things too seriously. The papers have a joke on April Fool’s Day and a couple of columnists, and that’s about it. So the idea of a daily paper that takes the piss a bit seemed like a great opportunity.”

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