Wimbledon launch for London sports title

LS is aimed at sports fans aged between 21 and 40

A magazine describing itself as a Time Out for sport has been launched in London.

London Sport is published by independently owned Echo Publishing, founded by managing editor Andrew Ross and his business partner Patrick Kelly.

The 56-page title hopes to fill a gap in the market for quality features, celebrity interviews and listings of fitness clubs and upcoming sporting events. The first issue contains interviews with former Wimbledon tennis champion Pete Sampras and Olympic rower Sir Steve Redgrave. The second issue has an interview with marathon runner Paula Radcliffe.

The full-colour title is produced in an A5 format to encourage people to take it out of the gym and hopes to attract sport fans aged between 21 and 40.

It will have an initial print run of 45,000 and will be distributed free at private health and fitness clubs and in-house gyms of leading banks and law firms in the City. It will also be distributed at major sporting events, such as rugby matches at Twickenham and cricket at Lord’s and the Oval.

The first issue launched at Wimbledon this week, where half the copies were distributed to spectators. According to Ross, it is the first magazine to be circulated inside the grounds, apart from the official programme, in 117 years of the tournament. “If the concept proves a success, we will definitely take it across the UK,” he said. LS will cover all types of sport, mainly for participants. Ross said the aim was to draw together all the information about sport that is currently available from various sources.

The second issue is due to be published in the third week of August, after which the frequency will increase to monthly. The editorial is produced by a small team of staff and freelances in Central London.

Kelly, who is funding the launch with Ross, is a former banker and has written for The Wall Street Journal Europe, the Economist Group and the Liverpool Daily Post. Ross was a reporter on the Ross-shire Journal before joining Thompson Stanley Publishers, where he was managing editor. Before entering journalism he was a full-time golf caddy.

By Ruth Addicott

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