London Financial News, the new weekly newspaper for the City of London,
has hired Luther Pendragon to handle the PR for its 4 March launch.
The newspaper - which debuts in the same month as maverick publisher Tom
Rubython’s new title the Sunday Business - will be published on Mondays
and is targeted at a core readership in the securities and investment
‘They were looking for a financial and City PR but they liked our
approach to broader matters,’ said Luther Pendragon managing director
He added that fees for the launch campaign were likely to equate to
pounds 50,000 on an annualised basis. Shandwick, Citigate and Paul
Miller Consultants pitched unsuccessfully for the campaign.
LFN is the brainchild of Clive Wolman, former City editor of the Mail on
Sunday. Co-editor Margareta Pagano joins from the Sunday Telegraph. It
is backed by Chris Anderson, who in 1994 sold Future Publishing to
Pearson for pounds 53 million, and some institutional investors.
‘Our research has shown there’s a bit of a gap in the market on Monday
mornings when City professionals spend less time reading the Financial
Times than they do during the rest of the week,’ said Wolman.