NEWS: Emap to target young male sports fans with new title

Emap Pursuit is set to make further inroads into the sports magazine market with the launch of a new title aimed at 11- to 16-year-old boys. Called Sported, the magazine will hit the streets on 15 August with an initial print run of 200,000.

Emap Pursuit is set to make further inroads into the sports magazine

market with the launch of a new title aimed at 11- to 16-year-old boys.

Called Sported, the magazine will hit the streets on 15 August with an

initial print run of 200,000.



Four agencies are lining up for the launch advertising account.



The launch editor will be Chris Hunt, editor of the 200,000-selling

Match magazine and Emap’s consumer editor of the year. Sported will

cover a wide range of sports including football, motor racing,

basketball and the two rugby codes. It will publish fortnightly and cost

95p.



Terry Pratt, publishing director of Emap Pursuit, said: ‘We’ve been

kicking the idea around for a year and decided that if we were going to

do it, it had to be now in this summer of sport.’



Pratt said that Sported would use the template of Emap’s successful

Match title, but was very much aimed at boys who were keen on two or

more sports.



‘There are early signs that boys are becoming satiated with football,

but sport is the currency of the playground,’ he commented. ‘According

to our research, 88 per cent of boys in the target market are into at

least two sports, not just football. The magazine will provide gossip,

backed up by fact. We’ll show that their heroes are great sports stars

and regular guys.’



Advertising rates have yet to be decided, but Pratt said that early

issues would be heavily biased towards editorial. ‘There’s no hurry to

sell advertising,’ he said.



The launch will be accompanied by TV advertising, but Pratt declined to

name a budget. Four unnamed agencies have pitched for the creative

account, with a result due by the end of this week. Media will be

handled by Universal McCann.



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