Capitalising on the interest in the FA Cup final, Ladbrokes bought
every advertising site in last weekend’s edition of Sport First.
Mansfield Lang Direct Media negotiated the pounds 50,000 deal for all 26
ad sites in the 48-page paper.
Ken Mansfield, chief executive of Mansfield Lang, said: ’It’s a great
way of increasing Ladbrokes’ profile among its target market.’
The weekend edition, on sale on Friday and Saturday, is normally only
sold in the South-east. As part of its own FA Cup final promotion, Sport
First increased the usual 40,000 print run to 70,000. Sport First
targeted Aston Villa fans by distributing 6,000 copies in the Birmingham
Copies were also available at motorway service stations, train and tube
stations and at Wembley stadium. A sell-through of 26,000 was
Sport First managing director Neil Webster claimed ad revenue in the
main Sunday edition was up 60 per cent year on year and said growth was
only constrained by difficulties in recruiting staff. He is seeking a
sponsorship and promotions manager, two display staff and two classified