Sunday, 7 May 2006

Odds lengthen on survival of 'Sportsman' as sales drop

Tim Webb wrote an article in the Independent on the future of the Sportsman newspaper. He used some of my comments:

"The circulation of The Sportsman, the UK's first new national daily newspaper for 20 years, has slumped from 67,000 to around 22,000 in its first full month of publication. Max Aitken, the paper's managing director, confirmed that trade estimates for April were for average daily sales of between 22,000 and 23,000. The 67,000 sales for its launch issue in March had been partly down to heavy launch promotion.

Mr Aitken, the great-grandson of the Express mogul Lord Beaverbrook, said the newspaper remained on track to hit its target break-even circulation of 40,000 by March 2007. "The paper is on a very solid straight. Rome wasn't built in a day," said Mr Aitken.

Nick Burcher, a buying director at the media-buying agency Zed Media, said: 'The Sportsman is competing with both traditional newspapers and information available online. It looks light on advertising. Sales and advertising performance over the World Cup period will be critical.' "

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