Sport exceeds distribution target

Sport, the new free weekly magazine in London, has hit its distribution target of more than 300,000.

The magazine, based on a successful French format, recorded an ABC figure of 316,602 with its first issue on 29 September.

Sport editor-in-chief, Simon Caney said the challenge now was to "fine-tune" the distribution process.

Asked about the level of advertising in the title after a month, Caney said Sport's adverts had grown from three pages in the first issue to six pages in the fourth, which was "very encouraging" despite having "a long way to go on that".

Publishers Sport Media and Strategy launched Sport in September as an up-market weekly free glossy targeting an 18- to 40-year-old ABC1 readership, distributed to commuters and at gyms and sport clubs.

"We hope to roll out beyond London as soon as we can," said Caney. "The idea is to get London absolutely right and then move into the rest of the country."

The national rollout is expected to begin in the New Year.

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