Weekly newspaper Racing Plus is relaunching this Saturday with a price cut to £1 which will make it half the price of established rival title Racing Post on that day.
Former Racing Post editor, Chris Smith, is the editor of Racing Plus – which was launched four years ago and claims to attract between 12,000 and 14,000 sales a week. Racing Post has an average daily sale of around 48,000.
Smith said: ‘The newspaper already has a loyal and valued following and we believe we can expand this readership. The new strap line, Everything you need and nothing you don’t, reflects that Racing Plus has stripped out all that is periphery to the sport itself – we feel the action on the track is what matters most to racing enthusiasts.
‘Research has shown that unique selling points such as all races in time – rather than meeting – order, prove very popular. We will be looking to add some polish to its design and content, rather than a radical overhaul.
‘We also see a significant opportunity by offering a betting path through the online and mobile exploitation of the paper, while the new price point makes it a viable and cost effective alternative for those interested mainly in the racing and sports betting.”
This weekend’s three-mile Kempton chase, formerly sponsored by the Racing Post, is being sponsored by Racing Plus in a three-year-deal.
As part of the relaunch writer James Willoughby, formerly of the Racing Post, is joining Racing Plus.
Four bookmakers: Coral, Ladbrokes, Stan James and William Hill – are all said to have all signed 12-month contracts, which will include advertisements, inserts, price comparison tables, online/mobile digital assets and competitions.
The newspaper’s relaunch on Saturday will coincide with the launch of a new Racing Plus website and mobile site – www.racingplus.co.uk .