NEWS: Arc eyes broad base for Sunday Business

Arc Advertising is preparing to stage a pounds 3 million advertising splash for the launch of Sunday Business, which hits the streets on Sunday (21 April).

Arc Advertising is preparing to stage a pounds 3 million advertising

splash for the launch of Sunday Business, which hits the streets on

Sunday (21 April).



The title’s marketing director, Phil Lawlor, and Arc are gearing up for

a three-month TV, poster, radio and direct marketing push. The strapline

will read, ‘Business was never like this.’



Lawlor said the strategy would be to target more than just the core

audience of business executives. ‘It will be authoritative, but

friendly,’ he said, and appeal to ‘a variety of people within the

business environment’.



The broadsheet paper is being launched by the former Business Age

publisher, Tom Rubython.



Sunday Business, which has a sales target of 150,000 copies, will retail

at 85p. The advertisers in the first issue include Orange and Virgin

Atlantic Airways.



The Sunday Telegraph and the Sunday Times are preparing to fend off the

new competition. The Telegraph, which is revamping its business section

this weekend, has booked TV ads for Saturday evening.



Toby Constantine, the marketing director at Times Newspapers, said the

Sunday Times had already locked in its readers by launching a six-week

stock-market challenge game card last Sunday. ‘People will buy the first

issue of Sunday Business out of curiosity, so it was always our

intention to go out the week before and make sure our credentials were

firmly posted in our readers’ minds,’ he said.



Arc’s future as Sunday Business’s agency is uncertain. Its media arm,

the Media Factor, also handles the Telegraph’s media, and the paper

recently made it clear that it sees the Sunday Business account as being

in conflict (Campaign, 5 April).



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