The Boston Globe has launched a new niche publication, OT — which stands for “Our Town/Our Teams” — for local sports fans.
The weekly tabloid, published every Thursday, hit the streets this week with an initial press run of 20,000 copies. Individual copies of OT will be sold on newsstands throughout the area — from southern New Hampshire to southern Rhode Island. In all, 420 locations, including Stop and Shop grocery stores and standalone racks at Massachusetts Bay Transportation Authority and Amtrak terminus North Station, will stock the tabloid for 50 cents per copy.
Boston.com, the Globe‘s Web site, will promote OT in its sports section with a blog called “OT online.” A number of Boston.com’s sportswriters and bloggers will be featured in the magazine.
In the past two years, the Globe has launched a number of standalone niche publications, including the young women’s monthly Lola, fashion monthly FB and the bi-monthly Design New England. The Globe‘s parent, the New York Times Co., has also seen success with inserted magazines: T: Men’s Fashion, T: Women’s Fashion and T: The New York Times Magazine have all seen ad page increases this year