Sport re-launches with adult insert

Posted: April 25, 2008

The Daily Sport, which claims to be the UK’s only daily paper for men, has been given a fresh new look as it re-launches its mix of daily news, sport, humour, glamour and sex.

Adult advertising and editorial now appears in a 24-page insert, X-tra!.

To coincide with the re-launch, which includes a redesigned front cover, a £1m advertising campaign will hit TV screens next week to support the repositioning of the newspaper as a modern British tabloid.

Whilst the re-launch is not intended to alienate the ‘everyday man’ who is interested in sex, sport, women and having a laugh, it is intended to make the title more appealing to new readers and mainstream advertisers looking to reach this core audience.

Sport Newspapers Editor-in-Chief, Barry McIlheney commented: “With the current trend towards celebrity obsessed, female biased editorial, we want to provide a modern daily newspaper for the great modern British bloke. An important audience which is often underestimated or forgotten and currently isn’t being catered for elsewhere in the market”

Adult Promotions Manager Graeme Alderson added: “The Daily and Sunday Sport have always been the UK adult industry’s best route to market and a crucial part of the Sport Newspapers’ success story. That has not changed

“With this launch, we will attract new readers and new customers for their goods and services and with Xtra!, we have created a compatible and content-rich environment in which they can thrive. Over the next few weeks we will be introducing several new editorial features and columns including a brilliant behind-the-scenes series from adult director of the year, Anna Span.”