The Sunday Business is to stake its future on below-the-line marketing,
having both secured a long-term printing deal and been granted
administration in the face of objections from Arc Advertising.
Phil Lawlor, the paper’s general manager, said a team of below-the-line
specialists was working with the paper to develop a number of sales
promotion and direct marketing initiatives that will include point of
sale, targeted mail and trade incentives.
Lawlor, who spent four years as the managing director of Arc Direct,
developed the below-the-line strategy used by the Times in his two-year
stint as marketing director there. ‘Below the line can be very effective
for newspapers,’ he said. ‘It is not the place to test out new ideas, as
that is expensive, but I like to say that Rupert Murdoch has already
paid for my mistakes. We will be using tried-and-tested ideas.’
However, yet more staff departures were announced at the paper this
week, including the circulation director, Richard Eagle, and the finance
director, Geoff Hall.
Hall’s post has become redundant following the appointment of the
administrator, Chris Slater, of the accountancy firm, Royce Peeling
Five other staff have also left, including the last of the classified ad
sales team, two reporters and a circulation assistant.
The departures of the classified sales executives are part of a sales
team restructuring. The joint ad directors, Gaby Fireman and Charles
Kerr, are in the process of hiring new staff.