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The Sport Media Group has announced that it will be introducing a series of changes to the Daily and Sunday Sport next week, ahead of a more comprehensive re-design of the titles in April.
The move marks a further push by SMG to shed the ‘adult’ reputation of the papers and realign them to appeal to more of a traditional ‘lad’ audience, as well as increasingly mainstream advertisers. As a result, from 3 March, all personal and contact ads will be ghettoised into a pull out supplement in the centre pages, while adult ads will continue their move to the back of the paper in a dedicated section lying next to the sports coverage. This will leave the front of the paper free for ‘mainstream’ advertisers – which the Sport is hoping its new advertising sales house will increasingly capture.  Brown: leading the lads charge This will include a redesigned cover and fresh copy layouts and extended football coverage. Guest columnists and writers, including boxer Ricky Hatton and Peter Reid, have also been signed up to contribute. The move will push the papers further down the route of becoming, in the words of fellow new recruit James Brown, titles that offer “an array of humour, sport, glamour, motors and larger than life stories” for young men. The evolution towards the more mainstream lads market has been masterminded by recently promoted chief executive Andrew Fickling. He said of the imminent changes: “A primary objective is to make the titles more appealing to mainstream advertisers looking to reach a very broad male population.
“We know our current core readership is 18 to 45-year-olds with high disposable cash income.”
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