MEDIA: TOTAL SPORT: AN EXPERT’S VIEW

Richard Burdett’s passion for sport and trivia makes Total Sport an instant hit

Richard Burdett’s passion for sport and trivia makes Total Sport an

instant hit



If you know who Kirk Dumpleton is, you don’t need to read this article

or, indeed, buy Total Sport. But we’ll come to that shortly.



If you’ve got a winning formula you should stick to it and that’s

certainly the case with this launch from Emap. The formula in question

is Q’s and a quick glance at the front covers and contents pages of the

latest issue of Q and Total Sport shows a nearly identical approach in

every way. Hardly surprising as several names appear on the masthead of

both magazines.



If all this sounds like criticism, nothing could be further from the

truth. Q is an indispensable part of my monthly media consumption. Its

clever editorial mix makes the reader feel in touch with the mainstream

and the cutting edge of the obscure and the arcane. Total Sport manages

the same trick. Articles about the rehabilitation of Liverpool under Roy

Evans and the Rumble in the Jungle (mainstream) are interspersed with

features on fell running and the history of the football boot. And any

magazine that makes swimming interesting is a winner in my book.



Best of all are the irreverent, trivia-laden list features. Five blokes

who could give Mike Tyson a seeing to is a knockout. And while the

feature on the off-pitch misdemeanours of the Arsenal team causes me

some personal pain, it’s nevertheless an hilarious catalogue of petty

crime.



It’s an invaluable source for those trivia questions to test your mates.

The only problem I foresee for Total Sport is that we’ll all be reading

it, so we’ll all know Kirk Dumpleton won the 1972 English Schoolboys

cross-country championships (ahead of those two also-rans - Seb Coe and

Steve Ovett).



Richard Burdett is vice-president of advertising sales for United

Artists Programming



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