Sunday Business ‘Must Raise Awareness’

The Sunday Business has admitted that it must raise its profile among businessmen if it is to succeed in the future.

Julia Hutchison, general manger of the newspaper which celebrates its first birthday on 27 April, said: “This year’s focus will be on raising awareness of the newspaper amongst the business community. This is a priority because our research shows that whilst existing readers represent the desired target market of senior business decision makers there are still a lot of senior managers and directors who don’t know we exist.”

As reported on Newsline last week (Newsline 18/04/97), the Sunday Business is claiming that its circulation base is growing by an average of 2-3% per week and is on course to average an 80,000 circulation in its second year. It also boasts of an “established base of regular advertisers” such as Lloyd’s Bank, Energis, IBM, Vauxhall, Nissan, Grand Metropolitan, BMW, Motorola and Mercury One-to-One.

As part of its campaign to generate greater awareness the newspaper has hired PR company Kinross & Render and is also planning to implement a below-the-line promotional programme. Other activities include an arrangement with Higgs International to distribute Sunday Business in major airports, hotels and newsagents across Europe.

Sunday Business: 0171 468 6000