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The Observer will aim to capitalise on its strong reputation for

sports coverage when it launches a new magazine, Observer Sport Monthly,

this weekend.

The 68-page magazine will be available free with The Observer on the

first Sunday of each month and will also try to establish a core

readership of its own by appearing on newsstands as a standalone

title.

’Sports fanatics will obviously be intrigued and interested and we’re

confident we can build up a loyal readership for the magazine among

those who might not necessarily buy The Observer,’ the marketing manager

Rebecca Davies said. Separate sales will begin with the magazine’s

second issue.

Details of cover price were unavailable as ±±¾©Èü³µpk10 went to press.

Observer Sport Monthly plans to distinguish itself from other titles by

placing sports stories in a social and political context, an approach

that has been successful in America, where the cultural reporting on

titles such as Sports Illustrated is greatly respected.

’We’ll be offering everything related to sport that you wouldn’t be able

to find on a Sunday’s back pages,’ Davies said.

’We’re offering something that’s unique within the Sunday market and the

consumer magazine environment.’

A nationwide TV, radio and poster campaign emphasising the magazine’s

broader range of content launches through Ogilvy & Mather this week.

Marketing support will include a calendar of the year’s sports

highlights, available through The Guardian, which includes the issue

dates of the magazine.

Halftime oranges bearing Observer Sport Monthly stickers will also be

distributed at major sports events. Media buying and planning for the

campaign is by New PHD.

The Observer’s sporting credentials were recently boosted when the

reporter Kevin Mitchell was named sports journalist of the year by the

Sports Writers’ Association.