A Sport success story

On the streets of London, a new freebie has made a flying start in the magazine market – but you won’t find it in the newsagents. It’s Sport, an English adaptation of a distinctive French title.

The British launch in September was backed by £7 million from investors, including Lord Coe, and the magazine plans to break even within three years. It is already nudging its circulation target of 320,000, distributing 319,438 copies each Friday on London streets, according to its second ABC audit in December.

“Sports stars are incredibly reluctant to talk to tabloids because they search for an angle,” says Greg Miall, publishing director of the UK edition of Sport. “We celebrate sport. We are fans.”

The magazine ruthlessly targets a highly defined audience, in this case the hard to reach 25- to 45-year-old, male, high-income earners living in London. And advertisers like what they find.

Read this Guardian Media article in full by clicking here.