Every Friday in London, a free magazine is distributed at train stations and underground stations and it's all about sport. That's why they called it "Sport." Clever. Anyway it's a great read, in its first quarter it distributed 319,000 copies. Below is a picture of friday morning's edition:
The day before the 6 nations game, nice photo, nice line "Try'd and tested" and a great piece of media planning - getting the outside cover of the magazine practically every bloke reads on the way to work on friday. And 'Sport' has a really high readership - i.e. many more people read each copy, because people pick them up on tubes and station platforms.
Shame the game was really dull.