The sports press is the world’s best advertising agency

Sports editors of daily newspapers all over the world allow the sports industry to set the agenda and the priorities for coverage of sports events.

By Søren Schultz Jørgensen

That is the main conclusion of the biggest survey ever of sports journalism which has been undertaken by the Danish think-tank on news, the House of Monday Morning, on commission from the world conference on sport and society, Play the Game, and the Danish Institute for Sports Studies. It has been carried out in co-operation with research institutions in 10 different countries.

The survey is based on 10,000 sports articles in 37 newspapers from ten different countries. It shows that the sports pages in daily newspapers are dominated by the particular types of sport, sports stars and international events which create the biggest turnovers on parameters such as advertising, sponsorship, numbers of television viewers and spectators in the stadium.

Read the journalistic summary of survey findings:

http://www.shunpiking.com/ol0401/sport_press_survey_english.pdf

Source: Shunpiking Online, January 2007

http://www.shunpiking.com/ol0401/0401-SR-SSJ-sportspress.htm

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