Sunday Business close to target

Sunday Business, which relaunched on Sunday, sold 75,000 copies, just missing its target circulation of 80,000.

Sunday Business, which relaunched on Sunday, sold 75,000 copies,

just missing its target circulation of 80,000.



The newspaper, which re-entered the market after a seven-month absence

following its purchase by the Barclay brothers, has been well-received

by media agencies.



It is positioned as an additional read that has a business edge over the

existing Sunday papers. Paul Taylor, the managing director of BMP

Optimum, commented: ’It’s concise, which is an increasingly rare word

when newspapers are becoming bulkier. It is polished and you could get a

reasonable amount of information from it, even if you are not a

financial specialist.’ But he added he is still to be convinced that

there is room in the market for another financial heavyweight title.



Phil Georgiadis, director at Walker Media, said he would buy Sunday

Business, believing it has shrugged off the dubious legacy of its

predecessor. ’It felt like it had been around for a while. It wasn’t

trying to be sensationalist or overtly trying to outdo its rivals. I

have always believed there was an opportunity for a title with that sort

of proposition on a Sunday.’



Paul Mukherjee, head of press and radio at MindShare, approved, but

believes the newspaper has its work cut out in terms of overcoming its

troubled past: ’No matter how good the product is, it will always be

tempered by what the market has thought of it before. People are going

to be very wary of going back in there to advertise.’



Richard Beaven, joint media director at Leo Burnett, agreed: ’I was

surprised by the lack of key press users such as car companies and

mobile phone operators.



’A likely problem in the future is that it could become a marginal

choice; the advertiser gets no more coverage, just a higher

frequency.’



Advertisers in the first issue included the PC supplier, Micro Rent,

EasyJet and British Airways.



The creative consultancy, Mountain View also took a full-page ad. In

addition to a TV and outdoor advertising campaign, more than 100,000 top

business people were faxed by the newspaper’s owner, European Press

Holdings, and asked to register an opinion of the title.



Bert Hardy, chief executive of EPH said: ’We’ve had more than 1,500

replies with some constructive viewpoints, but the overwhelming

reception has been positive.’



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