Sunday Business invests in TV drive

The Sunday Business will unveil a new television ad campaign this Friday to reaffirm its relaunch claim that it is the only newspaper dedicated to business.

The Sunday Business will unveil a new television ad campaign this

Friday to reaffirm its relaunch claim that it is the only newspaper

dedicated to business.



The 30-second commercial, which will run on Channel 4, follows up last

month’s poster and print campaign which referred to the gossip

columnists of other Sunday newspapers. The ads are targeted at business

people who are not satisfied with business coverage in other Sunday

papers.



The TV campaign, which will run for six months, shows a pile of

newspapers lying on a doormat, while a voiceover asks: ’What do you

really want out of your Sunday newspapers?’ One by one the newspapers

disappear through the letterbox as the titles, ’no trivia’, ’no

tittle-tattle’, and ’no totty’ appear and a voice mimics the gossipy

headlines.



The final newspaper left on the doormat is the Sunday Business as the

title ’strictly business’ appears, before a voiceover declares: ’If you

take your business seriously, take the Sunday Business.’



The ads, through DMB&B, were written and art directed by Jeremy

Pemberton, the agency’s executive creative director, and directed by Ian

Giles at Annex. Media is handled by the Media Business.



DMB&B’s board account director, David Farrow, said: ’This campaign aims

to make make the newspaper a must buy for the businessman on a

Sunday.’



Industry estimates put the circulation of the Sunday Business at around

50,000. It was relaunched in February with a target circulation of

80,000 after a seven-month absence following its takeover by the Barclay

Brothers.



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