Radio Times has claimed a personal best with its Olympic issue, which boosted sales by 185,000 copies.
Publisher Immediate Media Co said the July 28 issue recorded the title's biggest sales uplift for a single issue excluding Christmas.
The 72-page magazine, sponsored by Procter and Gamble, was printed on heavier paper-stock to showcase its sports photography and featured contributions from gold medallists and BBC’s Olympic presenters as well as interviews with cyclist Victoria Pendleton and the parents of swimmer Rebecca Addlington.
The usual print run of a million copies was increased by 200,000, and the special edition cost £2 compared with the usual £1.40 cover price.
It was supported by a 10-second TV ad, created by Creature of London, with primetime spots running on ITV1 and C4 - the magazine’s first TV advertising since May 2006.
Radio Times MD Kathy Day said: “This is the first time Radio Times has increased price on a single issue, and we couldn’t be more thrilled with the results. Newsstand sales are more than 30 per cent higher than normal, and our RSV is up a whopping 88%, making this a bonanza issue for readers, advertisers, wholesalers and retailers.”
Editor Ben Preston added: “Our readers expect a lot from Radio Times for national events like the Games or the Royal Jubilee. And to borrow from Lord Coe, ‘we did it right’ - and received a Mexican wave of compliments from readers.”
Immediate Media Co also reported a sales boost of around 80,000 for three other issues (cover dates 21 July, 4 August and 11 August), covering the opening and closing ceremonies and the second week of London 2012.