MEDIA: DAILY EXPRESS SPORT: AN EXPERT’S VIEW

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

product.



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



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