Ladbrokes buys all sites in Sport First

Capitalising on the interest in the FA Cup final, Ladbrokes bought every advertising site in last weekend’s edition of Sport First.

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

area.



Copies were also available at motorway service stations, train and tube

stations and at Wembley stadium. A sell-through of 26,000 was

anticipated.



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

sales people.



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