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A free weekly sports magazine, aimed at upscale men, has come to London after three years of successful publishing in France.
Sport, launched in September in London, distributes nearly 320,000 copies each Friday morning, writes Media Life.
The magazine launched in France three years ago, first in Paris and then in 10 other large French cities. The goal is to distribute a million copies a week in France, and to that effect, the publisher will roll it out to 47 more cities with populations over 100,000. Currently, 550,000 are distributed in France.
The magazine targets 18- to 45-year-olds, and most readers are men.
“Most upmarket men that are interested in sports are going to a newspaper on a weekend to read the sports section,” says Alex Randall, head of press at Vizeum. Sport is offering that content to them a day early. However, Randall acknowledges the fact that people tend to be busy on Fridays, “so there could be issues over finding time to read the magazine.”
The publisher hopes the London magazine will be profitable within three years, as it was in France.
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