Fairfax boosts circulation of Sport & Style in anticipation of rival launch

Tim Burrowes

March 15, 2010 2:57

Fairfax is to switch the publication day of its monthly Sport & Style supplement to Mondays in Sydney, and start physically inserting it into the Sydney Morning Herald and The Age to avoid uncollected piles of the magazine being left behind in newsagents.

The move appears to be in readiness for an anticipated push into the men’s market by a rival publisher.

The monthly title launched a year ago last month. It features high end coverage of global sporting celebrities. However, uncollected piles were often visible in newsagents where customers were often unaware it came with the newspaper, hence the mechanical insertion.

Announcing the change today, Fairfax also said that it would be switching from a glossy to matt cover stock and upping Sport & Style’s print run by 30,000 to 370,000.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

3 COMMENTS

Larry 16 Mar 10

good magazine but not sure it’s aiming at an audience this wide. circ increase is only worthwhile if the audience is relevant … not sure 45 yo Joan from Double Bay will do anything with S&S but throw it out.

User ID not verified.

Riarn 17 Mar 10

It wasnt 30k to 370k. It was 300k to 370k. 30k for a NIM wouldnt be worth anything lol.

User ID not verified.