Sport sets its sights on UK expansion

hand-delivered between 7am and 9.30am on Fridays at 94 London Underground stations, 20 train stations, 333 gyms, sports clubs and major company headquarters – selected for being the highest ABC1 demographic locations in London – plus through exclusive airline partnerships with British Airways, Virgin and BMI.

Without a cover price, the team behind the magazine said they had a number of ways to check if people were buying into the magazine. A readers’

panel rates the content and contributes to editorial.

The publisher conducted a survey in association with YouGov to validate its circulation numbers. Its readership is 80 per cent ABC1, according to figures from the National Readership Survey.

Plus, said Nardonnet, the old-fashioned advertising agency way of thinking that if you don’t buy something you aren’t “into it” was “weird”. “If you are in the street you can make a choice to not take a product – you simply don’t have to take it.”

The magazine has just bagged the first interview with David Beckham since his announcements of plans to Exclusive: Sport has scooped the first interview with David Beckham since his move to LA Ironside with commercial director Mike Allen By Colin Crummy London free weekly magazine Sport has told Press Gazette of its plan for a nationwide roll-out following a launch ABC figure of more than 300,000.

Nadia Nardonnet, managing director of Sport Media and Strategy, said of the magazine, which celebrates six months in business next week and has an ABC of 316,602: “Most media is free – the majority of TV and radio – it’s only the publishing business that is asking for a payment. There’s a perception that being free means not being a quality product, but that doesn’t hold true on TV and radio.”

Sport was first launched in France in 2004 and now distributes 800,000 copies in more than 50 cities in France, according to its publisher.

It was launched in London on 29 September – a launch rescheduled not to clash with the London freesheet war that broke out a month earlier.

“We made the decision to position the title in London first because we felt that if we could do it there, we could do it anywhere,” said publishing director Greg Miall. Though he declined to be drawn on a timescale for rolling out the magazine nationwide, Miall said that “the usual suspects” like Manchester,

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