Direct Sport

DirectSport2011French media mogul Vincent Bolleré owns commercial TV-station Direct8, free newspapers Direct Matin and Direct Soir and free sports weekly Direct Sport.

Direct Sport was launched in June 2009 and soon reported a circulation of 450,000.

The paper starts distributing Friday evening, in Paris through the Metro racks of Bolloré’s free morning and evening papers.

When I checked Saturday afternoon, most racks were still full, suggesting a low or slow pick-up rate of the free weekly.

When checking the content and cover of the paper, the low pick-up rate seems obvious, last week’s cover was an ad (disguised as editorial content) for Bolloré’s TV-station – the content seems lively but contains hardly any exciting news for sports fans.

The weekly wants to target all fans, so lots of sports are covered. Actually, popular sports papers in Europe cover only one thing: football.

With no more than 4 pages of ads in the total 32 pages (2 for Bolloré media or affiliates) and the low pick-up rate the weekly does not seem to be huge success for Bolloré. But as with his free dailies, making profits with newspapers does not seem to be his ultimate goal.

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