Sunday Business PR push to woo readers

Sunday Business, the national Sunday broadsheet which struggled to get off the ground last year, has appointed Kinross and Render to shout about the paper’s first birthday.

Sunday Business, the national Sunday broadsheet which struggled to

get off the ground last year, has appointed Kinross and Render to shout

about the paper’s first birthday.



The agency was appointed without a pitch to raise the profile and

credibility of the newspaper with its target business audience.



But the agency’s main communications task will be to dispel what it

calls the ’myths’ that have dogged Sunday Business since its launch on

27 April last year.



Critics have said that the paper is financially unstable, that it has a

low circulation and that it has been hauled into court several times for

inaccurate stories. Kinross and Render has issued statements to counter

the critics, including a statement denying reports that Luke Johnson,

chairman of Pizza Express and a major shareholder in Sunday Business,

regretted his investment in the paper.



The paper is also claiming that its circulation base is growing by two

to three per cent a week and will soon stabilise at around 80,000. But

as Sunday Business has never registered with the Audit Bureau of

Circulations, these figures cannot be verified.



To coincide with its birthday, new editor David Rydell is introducing

some changes. It is expanding coverage of IT and economic issues and is

introducing a section for small and medium-sized businesses. It is also

adding a TV listings guide.



Julia Hutchison, general manager of Sunday Business, said: ’We have

plenty to shout about at the moment and needed some professional help to

raise awareness of the paper in the business community.’



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