The paper, like most tabloids, has been haemorrhaging readers for the past few years – plummeting from a circulation high of 350,000 a decade ago to its current level of sub 100,000 (92,803 in its last ABC).

After changing hands in August in a £50m reverse takeover it seemed like the title may have acquired fresh energy and impetus, only to be derailed slightly when editor Paul Carter quit his position last month, informing the trade press that he was “tired” and disillusioned with the tabloid market in general.

The same can certainly not be said for Appleyard, however, who moved up from the position of deputy editor to take the top job on September 24th. The veteran of eight and a half years at the Sport was positively brimming with purpose when he spoke to How-Do.

“We’re getting back to more of the ‘crazy’ Sport that everyone knows and loves,” he exclaimed. “It’s back to basics – although without the ‘World War two bomber found on the moon’ kind of story – more of a satirical take on the week’s news; making sure we give the readers a laugh on every page.”

Appleyard imparted that the paper would be “moving away from sex,” although this statement had a ring of ambiguity to it when he reassured us that “there will still be plenty of boobs.”

“Without boobs,” he added, “I think the paper would lose its established identity a little. That’s important to the readers - you can never take the boobs out entirely.”

The array of prodigiously proportioned models that work for the paper can though - and reliably do - as they will be on the Sport’s next promotional DVD.

“If it’s a success and its economically viable then it’s going to become a regular thing,” he added.

This was another of the developments that Carter claimed to be depressed by in a recent interview – the practice of artificially swelling sales with DVD’s one week, only for them to sink to former lows the next.

Appleyard, however, seems to disagree, stating that he and his former boss are different characters, although united by mutual respect and a nose for a good story.

Another characteristic that arguably seems to bind them is a reluctance to bow to outside influences.

In the same interview that Carter laid bare his fatigue with the tabloid arena, he also noted, “we were getting consultants in and that was something I didn't necessarily agree with whole-heartedly.” A comment that came only a matter of months after employing Brazen to help reverse the paper’s declining sales figures.

Appleyard took this opportunity to inform How-Do that this practice was now a thing of the past, as he noted:

“We’ve shelved using PR agencies for the time being and I don’t think it’s going to be something we’ll be looking at doing again on a retained basis.”

“Maybe certain projects will come up and we’ll use an agency as and when, but I think we have enough of a vehicle in the paper itself to create our own PR.”

It’s an area that Appleyard will be concentrating on going forward:

“Awareness,” he opined, “is something we have to work on. We’ve got a loyal bunch of readers and the paper is just about right. We just need to make sure everybody out there gets to hear about that and picks one up.”

November 4th, for any curious How-Do readers, might be a good time to try it out.

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Comments (1)

1  By Rick Guttridge , on 25-10-2007 14:50 Just to set the record straight this article does not quite reflect the full story.     Yes Brazen has ended working on a retained basis but is still involved with the Sport Group on a project basis.    This story reads as though Paul Carter was in disagreement with Brazen's appointment which is far from the truth. His comments have been misrepresented here and I personally believe Paul did not necessarily agree with the use of some of the consultants, not with Brazen, who he consistently felt 'did a great job'.    It's also worth noting that 2 other Manchester agencies were/are employed by the Sport during this period of change, on top of several high profile media figures. The aim for all is to ultimately help increase sales through inputting their various skills.    Brazen remains commited to helping the Sport Group in its efforts to communicate the new look paper and editorial direction.    We also wish Paul well in his new ventures. Report