Quebec sees launch of new sports mag

There has been another entry in the expanding sports magazine business.Daniel Boulanger, publisher and general manager of the weekly Sportif, says the publication fills a gap in Quebec sports reporting that does not exist in English-speaking Canada because it is filled...

There has been another entry in the expanding sports magazine business.

Daniel Boulanger, publisher and general manager of the weekly Sportif, says the publication fills a gap in Quebec sports reporting that does not exist in English-speaking Canada because it is filled by u.s. magazines.

Boulanger says apart from the coverage in French dailies in Quebec – which ignores the National Football League – there was nothing on sports.

Publisher

Sportif is published by Montreal-based Les Publications de sport Telemedia for Quebec’s French speaking market.

Sportif took nine months to develop, says Boulanger, and was on the drawing board well before Sports Illustrated’s foray into Canada.

Boulanger says despite the launch earlier this month of La Revue des sports by cable sports service Reseau des sports and Steda Marketing, the two publications are not in competition.

He says by the time the second issue of the monthly La Revue is out, Sportif will have published 160 pages of sports news.

Sportif has a fixed count of 40 pages.

Strategy reported earlier rds is using La Revue as a strategic marketing tool, following the lead of Feature and Primeurs, eastern Canada’s pay-tv magazines.

A glossy, La Revue has an initial circulation of 100,000.

Boulanger says the first issue of Sportif sold 40,000 copies on newsstands. He says by the end of the year Telemedia hopes to have sales at the 50,000 mark.

Sportif, which costs $1.95 including tax, has not been soliciting subscriptions because of the logistics of handling weekly subs, he says.

However, Boulanger says later this year Sportif will test subscription sales in Hull and Trois Rivieres.

Coverage

The coverage in Sportif is largely standard pro sports fare. In the May 11 issue, it is hockey, football, baseball and basketball, and smaller items on soccer, fishing, minor league basketball, pro golf in Quebec and the javelin throw.

In the same issue, there is also a poster of Quebec’s Formula 1 driver Gilles Villeneuve, killed in a crash May 8, 1982 at the Zolder circuit in Belgium.

Boulanger says the cost of a full-page, black-and-white ad in the 40-page Sportif is $2,000; the cost of a full-page, full-color ad is $3,000.

He says the publication has a two-for-one charter rate for advertisers.