Racing Ahead Weekend forced to cut ad rates

Racing Ahead Weekend, the new weekly racing title, has been forced to reduce its rate card for advertising by up to 50% in a bid to lure premium brand advertising. The paper says that its heavily discounted rates are due to a hangover from The Sportsman, the daily betting title which closed after seven months about a year ago.

Gareth Macfarlane, Racing Ahead Weekend advertising manager, says: “Advertisers are saying that they like our product, but their fingers have been burnt by The Sportsman. We anticipated that there would be a backlash, but not to the extent that we have had.”

The recently launched title has attracted advertising from a number of high-profile betting companies, like William Hill, Ladbrokes and the Tote in its first issue. Full-page ads in the paper are currently priced at £1,500.

The paper says it anticipates it will be forced into giving out discounts into next year, by which time it hopes to have established itself.

Racing Ahead Weekend launched on Saturday (October 20) and is aiming for sales of between 20,000 and 30,000 copies.

The paper says it is hoping to avoid the fate of The Sportsman by not competing directly against the long-established Racing Post. It believes that its cheaper, more concise package and decision to print race cards in time order, unlike the Racing Post, will allow it to compete in the market.

However, some media buyers believe the print market for betting titles is saturated and that the paper could struggle to survive.

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

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