In a national newspaper first, the Observer is to launch a standalone magazine title. Observer Sport Monthly will be free with the Sunday newspaper from 7 May but will also be available separately from June.
The 68-page title aims to break with the conventions of sports writing and widen the readership by focusing on the social and political context of sport. A heavyweight advertising campaign, created by Ogilvy & Mather, will push the originality of the magazine.
The marketing campaign will comprise TV, radio, fly posters and in-paper promotions, including a sports calendar inserted in the Guardian.
Caroline Marland, managing director of Guardian Newspapers Limited, said: “GNL has always been at the forefront of product innovation and Observer Sports Monthly is a significant investment in the Observer by GNL. Our research has shown a major audience for this magazine. It was better received than the Guardian Guide and its launch is a testament to the strength to the Observer under Roger Alton’s readership.”
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