The Sunday Business is to price itself at just 50p - around half
the price of other Sunday broadsheets - in a move to position itself as
an additional read rather than as direct competition for existing
titles.
A pounds 1 million campaign will kick off the week before its launch on
15 February and will concentrate in the Meridian and LWT television
areas.
Advertising, created by DMB&B and bought by the Media Business, will run
on Channel 4 and Classic FM, with posters in the City.
This is supported by a heavyweight below-the-line campaign and direct
marketing.
The newspaper is aiming for a strong AB readership. The Sunday
newspaper, which was bought by the Barclay Brothers in August, seeks a
break-even circulation of 80,000 copies.
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