Express targets youth market with 5m sports supplement SBHD:

The Express on Sunday is spending more than 5m on a 48-page sports supplement launch as a further push into its target market of young males. The Express Sport on Sunday will run match reports from both Premier and Nationwide Leagues, as well as analyses, results and features from other sports. It will run as a supplement, giving extra pagination to the main tabloid paper and free more space for business coverage. Express Newspapers marketing director Justin Jameson says the aim is to build circulation by 200,000 over six months, to 1.2 million. The sports paper will be printed separately to the main title, but with the same deadlines. The two will be put together by the wholesalers. Jameson says the simultaneous publishing of two “live” papers is unique in the Sunday market. Scotland will have its own version. Recently Italy’s leading sports publisher, Rizzoli Corriere della Sera, has looked at launching a daily sports paper in the UK, but talks with potential backers have not come to fruition. Jameson says this paper is halfway between a sports section and a standalone title. Express Sport on Sunday will be supported by a TV, radio, press and poster campaign.

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