Sport First, the weekly sports newspaper, has launched a sister
title in Scotland.
The newspaper’s managing director Neil Webster said he hoped Sport First
in Scotland will net the company 15,000 readers.
Webster is planning to recruit two display and two classified sales
people to cope with the expansion.
Although advertising for the new title will initially be sold by Sport
First’s inhouse team of six, Webster explained that the title’s owner -
Sport First Publishing - may consider opening a Scottish sales office if
the title does well.
In addition to national advertisers, the sales team will also target
local companies in Scotland.
Sport First in Scotland, which hit the newsstands on 6 February, is the
latest phase in Sport First Publishing’s expansion plans. The company
has already launched the title across Europe and Australia.
The launch of the Scottish version is being supported by a month-long
publicity campaign which rolled out last Thursday. The pounds 100,000
drive, using radio, posters and PR, was planned and bought by The
Creative Media Company.
Sport First publishes on Sundays but also produces a Saturday paper
which is distributed in London only.
The Sunday edition had an ABC of 86,426 for December 1999, representing
a year-on-year increase of 40.18 per cent. The Saturday paper is
unaudited, but sales are estimated to be around 20,000.