Futbol crazy

This month Carisma Entertainment Group (CEG) is diversifying its portfolio of film-related magazines with a new monthly title and an affiliated website dedicated to the male passion of soccer.

"Futbol.pl will be a magazine dedicated to the promotion of soccer as a sport and a modern lifestyle. We would like to achieve average sales of 80,000 copies a month," said Aleksandra Jakubiec, marketing director of Futbol.pl.

So far CEG has invested zł.3 million in the project and it plans to achieve profitability by the middle of 2008. "Our research showed a need for a sophisticated soccer magazine in Poland, where there are over 10 million soccer fans, and that's why we believe our goal is achievable," Jakubiec added. Futbol.pl will compete on the market with premium men's magazines such as CKM, Men's Health, Logo and Playboy and it will also be distributed at the stadium and clubs of the first- and second-division Polish soccer teams.

In addition to articles about soccer, every month the 100-page magazine will offer content such as exclusive interviews, information about hot goods and gadgets as well as columns written by big names such as Tomasz Lis. Famous Polish soccer players will also comment on matches in foreign leagues and the magazine will include a monthly report on the Poland's preparations for the Euro 2012 championships. "We will show the authorities what they are doing wrong," Jakubiec said.

According to Paweł Bujak, head of CR Media's press division, Futbol.pl is entering the market at the right moment. "The upcoming Euro 2012 and the success of the national soccer team are increasing interest in the sport. Selling 80,000 copies a month, however, looks like a big challenge, considering the fact that sports, and especially soccer, is everywhere," he said. "Young readers might prefer the internet as a source of information, but it all depends on what the magazine has to offer in terms of deep and professional journalism," Bujak concluded.