Six months after its launch, Scotland's niche financial newspaper, Business am, is exceeding its circulation target of 13,000 and is set to hit its target of 15,000 by the end of the first year. It is now selling more copies than the Financial Times in Scotland.
Barrie Henderson, ad director and one of the founding management team, said: "Our first goal was to exceed the FT's Scottish circulation of 11,000 and we have met that with months to spare.
"We believe we are on course to achieve our second goal of 15,000 circulation by the end of the year. About 50% of Business am readers already take the FT, but the other 50% are a new
audience, proving that this niche exists.
"We believe we are now the market leader for business
advertising in Scotland."
But the pink tabloid paper, priced at 70p, is to renew its
emphasis on building up subscription sales. Of the current 13,000 circulation, at least 2,500 copies are given away at airports and hotels. Some 5,000 sales are by subscription and about 1,500 are sold at full price.
Henderson claims that Business am is picking up 40 to 50 subscriptions a day through
targeted database marketing via a call centre in Ayr.
_1.jpg)
.jpg)
