The Observer will aim to capitalise on its strong reputation for
sports coverage when it launches a new magazine, Observer Sport Monthly,
The 68-page magazine will be available free with The Observer on the
first Sunday of each month and will also try to establish a core
readership of its own by appearing on newsstands as a standalone
’Sports fanatics will obviously be intrigued and interested and we’re
confident we can build up a loyal readership for the magazine among
those who might not necessarily buy The Observer,’ the marketing manager
Rebecca Davies said. Separate sales will begin with the magazine’s
Details of cover price were unavailable as Campaign went to press.
Observer Sport Monthly plans to distinguish itself from other titles by
placing sports stories in a social and political context, an approach
that has been successful in America, where the cultural reporting on
titles such as Sports Illustrated is greatly respected.
’We’ll be offering everything related to sport that you wouldn’t be able
to find on a Sunday’s back pages,’ Davies said.
’We’re offering something that’s unique within the Sunday market and the
consumer magazine environment.’
A nationwide TV, radio and poster campaign emphasising the magazine’s
broader range of content launches through Ogilvy & Mather this week.
Marketing support will include a calendar of the year’s sports
highlights, available through The Guardian, which includes the issue
dates of the magazine.
Halftime oranges bearing Observer Sport Monthly stickers will also be
distributed at major sports events. Media buying and planning for the
campaign is by New PHD.
The Observer’s sporting credentials were recently boosted when the
reporter Kevin Mitchell was named sports journalist of the year by the
Sports Writers’ Association.