Relaunch On The Cards For The Business

In a tough Sunday market, The Business newspaper is conducting market research to see whether it should publish on a different day. It also wants to establish whether readers would prefer their breakfast helping of business dished up in a tabloid or a magazine, rather than the traditional broadsheet.

Another option being considered is the ‘Berliner’ format adopted last September by The Guardian, which scooped the prize for best-designed national title at the European Newspaper Awards earlier this week.

The research is being conducted by Ledbury, a company who specialises in helping brands reach wealthy customers. Clients include Louis Vuitton, Tiffany and Moet Hennessy, as well as glossies-publisher National Magazines.

Since it rose from the ashes of Sunday Business in 2002, the paper, owned by the eccentric Barclay brothers whose media empire also includes the Telegraph Group, has failed to thrive commercially. The loss-making paper is now said to survive on an editorial staff of eight plus freelancers.

The hope of publisher and editor-in-chief Andrew Neil is that a new format and new publication day may rescue the sinking Sunday. Ledbury will report its findings by the end of next month.

The Business:www.thebusinessonline.com