Activinstinct, the online sports retailer is launching a magazine in the autumn. The new publication, The Sports Year, will sell exclusively through retailer WH Smith and the initial print order will be for 10,000 copies.
The publication is being produced by Datateam, the publishing group which already produces Activinstinct’s online magazine. According to Activinstinct’s founder Simon Millet, should the launch issue prove successful, the plan thereafter may be to publish at monthly frequency. In an email to OCC Sport he confirmed the cover price for the 164 page publication would be £9.99
The Sports Year is what is called a Bookerzine. These titles differ from normal periodicals in tending to have a longer on sale period, restricted advertising content and boosted cover price. WH Smith guarantees to publishers that it will buy and then promote these titles in exchange for a larger proportion of the cover price than is available under normal trade terms and extended payment periods, usually starting at 90 days. Smith’s also usually reserve the right to cut the print order up to 60 days in advance of publication.
Millet was not able to confirm details of advertising rates and no further information is yet available at the Datateam website, but according to the press release announcing the launch the magazine will be offering “personal advice, celebrity training guides, nutritional ideas and dietary recommendations, great insider tips for increasing fitness levels and improving personal best performances”.
Activinstinct’s announcement comes hard on the heels of reporting a hugely successful first half year 2011, which saw the group record sales up 27% and profits ahead by 44% over the same period in 2010.
Written by Simon Baseley