Consumer Pubs Are Making Their Mark

13 July 2005

The emergence of several new print publications for Internet gamblers in the next few months will create a lot of prime advertising space for operators and other companies.

Jeremy Deeds, former chief executive of the Telegraph Group, announced that he will launch a new daily newspaper in the United Kingdom next spring called The Sportsman. According to Deeds, "The real role of the newspaper is to provide all the right information, statistics and form to help the gambler make the best decision possible. It will be a conduit for the betting firms to be able to reach their consumers."

The newspaper will initially have a break-even target of about 40,000 sales and will be complemented by an associated free Web site. Deeds' goal is to acquire 100 staff, 80 percent of whom will be journalists. . . .

Next month Dennis Publishing will put out a new magazine called Total Gambler, which is aimed at the 18 to 40-year-old male online gambling audience. The company says its decision to launch the magazine came in response to advertisers' demand for its other gambling title, Inside Edge, which was launched 18 months ago and now has a print run of 30,000.

Dennis Publishing will include 650,000 copies of a 28-page sample first edition of Total GamblerMaxim, Bizarre, Men's Fitness and Evo.

Finally, High Roller Magazine, whose first issue was distributed by Hudson news stands and was given away at 150 casinos around the world, announced that the second issue (for the months August through September) will be distributed by Barnes and Noble and Books a Million bookstores in addition to Web sites,, and The company says that it acquired 8,000 subscribers in the two weeks following its debut and that it will print close to 300,000 copies of its next issue.

Last week, as the World Series of Poker's final event got under way, High Roller sponsored an event in Las Vegas featuring 25 female models and hosted by Jenny McCarthy and Shannon Sharpe.