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The first issue of PLAY: The New York Times Sports Magazine, to be published on Super Bowl Sunday, has drawn strong response from advertisers, accounting for a total 50 advertising pages, The New York Times Company has announced. PLAY will be distributed in The Sunday New York Times and will be available at nytimes.com - a total reach of 15.5 million readers each month in print and online, according to Nielsen/NetRatings.
New advertisers coming into the first issue of PLAY include NBC, Nike, Major League Baseball, Spyder and The National Football League.
The Times plans to publish three additional issues of PLAY this year, distributed in June, August and October. With the success of the launch issue, the distribution date for the next issue has been moved up to June 4; the editorial team hopes to leverage the excitement of soccer’s World Cup, which starts that week, and the United States Open Golf Championships, starting June 15.
As part of a bonus distribution, more than 150,000 additional copies of PLAY will be mailed outside New York to an audience of well-educated, affluent readers who are sports enthusiasts, buy high-end sports vacations or vacation homes. The launch issue of PLAY will also be distributed at various NFL events and venues in Detroit, home of Super Bowl XL.
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