EMAP Metro plans men’s glossy launch Total Sport

EMAP Metro has confirmed its entry into the sports magazine market with the launch of Total Sport in November, as predicted in Marketing Week (March 31).

The glossy men’s magazine will be edited by former Q editor Danny Kelly and will cover the main UK spectator sports. It will start as a bi-monthly, becoming a monthly in January 1996.

The magazine began as a supplement with the May issue of Q and has been put through qualitative and quantitative research since. EMAP Metro managing director Barry McIlheney says it will be a Q Magazine for the general sports market with a similar mix of irreverent, but knowledgeable editorial.

“It will not be about getting down the gym to lose your love handles,” says McIlheney. “It will be populist but not downmarket and will cover sport as part of the entertainment industry.”

McIlheney dismissed concerns that the men’s sports market cannot support another magazine after the launch of two health magazines, three football magazines in the past year and a rugby title coming from Future Publishing in the autumn.

“There isn’t a general sports magazine in the market – it is the football market that’s crowded. Sport has changed and grown over the past ten years so that it is now a big sexy business,” he says.

An internal replacement for Kelly as editor of Q will be announced next week.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here