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
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.’