Little Demand For New Sunday Business Paper

Only 10% of Sunday newspaper readers would consider reading a Sunday paper devoted exclusively to business news, according to CIA MediaLab. This survey is released just a few weeks before Tom Rubython is to launch Sunday Business, the UK’s first business-only Sunday title.

When asked how likely they would be to read a title such as Sunday Business, 4% said “very likely” and 6% said “maybe”. 89% of respondents said that they are unlikely to read a Sunday newspaper that focuses purely on business. Broadsheet readerss are most likely to consider reading a Sunday business title, but even so, only 17% would consider it; this figure comprises 8% who are very likely to read such a newspaper and 9% who might do. The upmarket AB group is the next most interested, with 5% likely to read a Sunday newspaper devoted to business and 9% who might do.

Anthony Jones of CIA MediaLab said, “Tom Rubython has said that Sunday Business readers will buy his title in addition to their normal read, but with people on average already reading one and a half titles on a Sunday it is likely to be an uphill struggle.”

CIA MediaLab: 0171 633 9999