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
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
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).