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
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
‘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.