Sunday Business has handed the management of its display
advertising sales to the Telegraph Group and moved its display sales
team into The Telegraph's Canary Wharf offices.
The move, which represents the first major initiative from the new
Sunday Business managing director, Paul Woolfenden, is intended to
maximise efficiency and extend the paper's sales contacts in the tough
market.
Sunday Business saw its sales position weakened by an 18.9 per cent
year-on-year drop in circulation to 55,497 in last month's ABCs. The
paper's sales team will continue to be employed by the title but will
operate as a bespoke unit within The Telegraph's sales operation.
The team will report through The Telegraph's advertising manager, Peter
Barrie, to the display ad director, Chris White-Smith, and the group ad
manager, Jonathan Wilson.
Sunday Business' classified advertising will continue to be handled from
its offices in Holborn.
The deal, which will see The Telegraph paid a commission on advertising
sold, represents the paper's first foray into contract ad sales. The
Telegraph's publisher, Hollinger, had previously attempted to create a
joint advertising sales house working across the Daily Express and
Sunday Express. Woolfenden was Express Newspapers' commercial director
at the time.
"Sales structures in press will undoubtedly evolve and consolidate just
as they have in TV and radio and it makes particular sense for a niche
player such as ourselves," Woolfenden said. "Above all, it allows us to
concentrate on content and marketing."
"Using our proven expertise to provide opportunities for niche players
is an area of business development in which we see great potential," Len
Sanderson, the managing director of Telegraph Sales, said.
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