Private Frazer’s Doomed Magazines

June 16, 2013

Sport’s Games

Filed under: consumer magazines,free magazines — privatefraser @ 6:16 pm

Ping! An anonymous email arrives at the bothy (click here if you ever want to contact Private Frazer) with the obviously totally false, baseless and scurrilous allegation that “UTV Media are seriously considering the future of Sport magazine”.

Sport is the London-based freebie that was bought by UTV (owners of TalkSport radio) when the previous owners went bust in 2009. It has an ABC of 302,466 and its media presentation says “the majority of Sport copies are hand distributed outside busy commuter locations.” However, my correspondent claims “it’s been losing hand to hand distribution for a number of years… Time out reported a poll of just under 12% of londoners having read it, UTV’s research reveals far less.”

And it would seem that the Sport media claim might be guilt of a wee bit of statistical inexactitude. The ABC certificate shows that of the 302,466 distributed copies, just 94,632 are done by hand, the remaining 207,834 being put out in bulk at health clubs, hotels, offices and schools. (If you want to know the value of these copies, go and ask your circulation manager.)

Private Frazer is happy to publish official rebuttals – or further unattributable gossip. Emails to the address above.

Game on!

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