Sport First sales fall well short of target

Sport First, the new Sunday broadsheet dedicated entirely to sport, sold an estimated 75,000 to 85,000 copies in its first issue, according to the company.

Sales and marketing director Nick Thompson says last Sunday’s trade sales fell short of the title’s settle down target figure of 150,000 due to editorial delays.

Thompson says: “I think if we had been on time we certainly would have sold significantly more.

“Given the technical problems that plagued us we hope to sell more this Sunday.”

Breakeven point for the newspaper is understood to be a circulation figure of about 100,000.

The paper, which had an initial print run of 190,000, reached wholesalers between three and four hours late and a cricket score board was missing from page two.

Up to a quarter of the ads were for cars, including Vauxhall and Volkswagen.

Laura James, director at New PHD, says: ” I’m not sure that it provides enough depth of coverage to be a secondary purchase.

“At the price of 50p it’s a good secondary purchase, but only if its going to add more to existing sports coverage.”

There are plans to expand Sport First by running an issue on either Monday or Saturday provided the target circulation of 150,000 is met over the next few months.


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