Strategy Verdict - TalkSport digital magazine

by Howard Bareham Media Week 13-May-08, 07:30

Those who have been involved in media for some time will remember a time when, under the ownership of Kelvin MacKenzie, TalkSport used to broadcast commentary of sports events by watching the TV in the studio.

Owner: UTV Radio

The launch of a new digital magazine by TalkSport finally marks the station's coming of age. Since being bought by UTV in 2005, we've seen significant investment in the station, centred on live football rights, of which the biggest is the Saturday afternoon commentary of English Premier League football.

TalkSport is not just playing with this new venture, it has invested in a proper editorial team, as it is well aware that content will be the key to the success of this digital magazine.

There will be crossover between the radio station and magazine that will help continuity for TalkSport consumers. I expect there will also be areas of content that listeners and readers will help generate. And while all media are trying to claim this user-generated content high ground, we must not forget that speech radio is the original form of UGC. This mag will be lapped up by listeners as another way to receive their sports fix. It's also a route to bring new listeners to the station and expand the brand.

TalkSport's digital title will also benefit from having an experienced sports sales team that understands the audience. The crossover of sponsorship and promotions from the station to the magazine is, in my view, a perfect fit.

While still fully focused as a radio station, TalkSport is now moving across multiple platforms. This is exactly the route it should be on as it looks to compete for male-targeted advertiser budgets.

Review by Howard Bareham, investment director radio, MindShare