The Express’s attempt at a sports pull-out is rather a let-down, John Owen says

The Express’s attempt at a sports pull-out is rather a let-down, John

Owen says

MEDIA: Now that so many national newspapers have sports pull-outs in

their Monday issues, simply launching one is not enough to make the

Daily Express stand out from the crowd. All right, so the Mail doesn’t

have one, but the Telegraph, the Mirror, the Independent and the Sun do.

So what does the Express section offer that these rivals don’t? A quick

comparison with the Indie’s tabloid pull-out is instructive.

Both carried front-cover colour photographs of Manchester United players

celebrating their 5-nil stuffing of Nottingham Forest. But, as you

opened the Express’s Sport, you were left wondering where the match

report had got to. Unlike the Indie’s, er, Sport, which kicked straight

into it on pages 2 and 3, the Express version sold the reader a dummy,

put its foot on the ball and waited nonchalantly before revealing all in

full colour on the centre spread.

A deft move? No, just less money for colour and consequently an inferior


Frankly, I don’t want to plough through 11 pages of reports of

Saturday’s matches before getting to the major story of the day -

relating to Sunday’s only Premiership game. However, the results service

included, commendably, a European football round-up.

As my interest started to wane, not helped by the turgid layouts, I was

briefly lifted by a half-page interview with Ian Botham before being

bowled over by the more in-depth Monday Interview slot - with Tim

Henman. No, I hadn’t heard of him, either. Apparently, he is Britain’s

new number one tennis player, although his more legitimate claim to fame

is that he recently appeared on A Question of Sport. Gripping stuff.

Manchester City optimist, John Owen, is Campaign’s news editor


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).