Marathon coverage boosts paper’s circulation

Despite Euro 2008 “specials” and “pull-out” supplements published with national newspapers having less appeal with the public because of the absence of any of the British Isles teams from the tournament in Switzerland and Austria, an evening newspaper in Scotland has demonstrated again that sport can still sell extra copies.

The Edinburgh Marathon proved a sales winner for the city’s Evening News.

Figures just in reveal that the reporting of the race – including a detailed results pull-out, following the model established over many years by the London Marathon and other major road race events – resulted in a 16 per cent sales hike.

It made 12 months’ worth of planning with the race organisers well worthwhile. The paper sold more than 7,000 extra copies on May 27, when it printed a 12-page “marathon special”, with pictures, finishing times and positions for all the runners who had taken part in the race.

Some 5,400 copies had been pre-ordered by participants when they signed up to the event, with an extra further 2,000 sold on the day by newsagents.

Gordon Santana, head of newspaper sales at the Edinburgh Evening News, told All Media Scotland: “It was a staggering increase in sale.”

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