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Sports Direct adds another string to bow with magazine

Sports Direct has this week added yet another string to its bow, by launching its own sports and fitness magazine.

The Mike Ashley-owned retailer debuted the SportsDirect.com Magazine, costing £1 an issue, across its own stores on July 27.

But perhaps most interestingly, the publication will also now grace the shelves at other retailers.

Tesco, Sainsbury’s, Asda, Waitrose, WHSmith, Co-op and Morrisons are all stocking Sportdirect.com Magazine, a move that extends the brand beyond its own portfolio. In launching its magazine Sports Direct has found a clever way of advertising in other retailers stores, with its Sports Direct logo emblazoned across many a magazine stand.

Furthermore, the development of a magazine helps to create a whole lifestyle around the retailer, which is a strong way of capturing consumers. It will allow readers to put Sports Direct products into a wider context, linking the Sports Direct offering closely with the world of fitness, which could in turn lead to additional sales. Products featured in the magazine will be also available to scan and to buy from a smartphone or tablet, using the new SportsDirect.com app.

Although you could argue the business has missed a trick by not making the magazine free, it more than makes up for a cover price with the exposure received through entering other retailers. And when compared to the prices of other sports and lifestyle magazines, £1 certainly looks competitive.

 

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