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.’