Daily Sport

The Daily Sport, which claims to be the UK'
s only daily paper for men, has been given a new look as it re-launches its mix of daily news, sport, humour, glamour and sex.

Adult advertising and editorial now appears in a 24-page insert, X-tra!.

Whilst the re-launch is not intended to alienate the ‘everyday man'
 who is interested in sex, sport, women and having a laugh, it is intended to make the title more appealing to new readers and mainstream advertisers looking to reach this core audience.

Sport Newspapers Editor-in-Chief, Barry McIlheney commented: With the current trend towards celebrity obsessed, female biased editorial, we want to provide a modern daily newspaper for the great modern British bloke. An important audience which is often underestimated or forgotten and currently isn'
t being catered for elsewhere in the market

Sex sells. The owners of the Daily Sport have discovered to their horror that the old adage holds true.

An attempt to clean up Britain's most salacious tabloid has resulted in a circulation plunge deeper than Katie Price's neckline, a profits warning from its publisher, the resignation of its chairman and a strategic review that could result in a sale of all or part of the company.

Sport Media Group, which publishes the Daily and Sunday Sport but earns the majority of its profits from internet and mobile phone pornography, pin ups and chatlines, said yesterday that its move upmarket had failed to stimulate readers.

The lack of phwoar factor following an April relaunch masterminded by the creators of men's magazines Loaded and Zoo, which banished the sleazier ads to the back pages, accelerated circulation decline from 3% a month to 11% in May. Sales are now averaging 85,000 a day.

The Daily Sport and Sunday Sport have suspended publication and will go into administration, their owner has said.

The announcement came after the group warned it had experienced an insufficient recovery since December.  Sport Media Group (SMG) said on its website that it had ceased trading because of its inability to meet certain creditors as they fall due and was in the process of appointing administrators.

The Daily Sport was launched by David Sullivan in 1991, following on from the Sunday Sport, first published in 1986. The papers made the biggest impact when edited by Tony Livesey. Under his tutelage, the Sunday edition in particular became known for its outlandish stories - such as World War Two Bomber Found on the Moon.

Update: Daily Sport rescued from the Sea of Tranquility

21st April 2011. See article from google.com

The Sunday Sport will return to news-stands next month after one of its former owners saved the publication from the brink of collapse.

David Sullivan has  revealed that he and former staff had set up a private joint venture to save the Sunday publication and it will relaunch on May 8.

The Daily Sport is still in the hands of administrators.