The battle is about to begin between Daily Racing Form and its new competitor, Racing Times.
Racing Times will begin publishing a past-performance paper April 13. The publication will be sold in major markets, including Maryland, before expanding its availability throughout the country.
Racing Times is owned by Robert Maxwell, publishing adversary to Rupert Murdoch, who owns the Form. The pair already has a past-performance war going in England, where Murdoch started Racing Post as a challenger to Maxwell's long-established Sporting Life.
Racing Times has been billed as the first serious alternative to the Form, which long has had a monopoly on the North American market. Sports Eye mounted a brief challenge to the Form in the mid-1980s before the Form paid Sports Eye a reported $7 million not to compete with them.
Jim Mango, Pimlico vice president, said the debut edition of Racing Times will be given away. Thereafter, the paper will sell for $2.50, same as the Form.
An on-track advertising campaign will coincide with Racing Times' launch, including advertisements in the track program and on closed-circuit television.
One Racing Times promotion says simply: "Substance over Form."