The Business exceeds first week expectations

The Business got off to a strong start in its first week as a magazine, with subscription sales leading the way, according to its publisher.

The 10-year-old Sunday broadsheet, which went to A4 magazine size and switched its publication day to Thursday last week, kicked off its launch with 18,000 subscriptions — 8,000 more than initially expected, according to publisher Andrew Neil.

He said indications were that the magazine sold between 15,000 and 20,000 on the newsstand — with 20,000 as the hoped-for target.

About 10,000 went in overseas sales and 5,000 copies were sold to British Airways. The title has a current break-even circulation target of 60,000.

Neil said: "I'm feeling better about this than I ever did with the newspaper.

We were over budget in advertising in the first week, on budget this week, and over next week."

He added: "Subscription is definitely the key — it's the key to all magazines now. If you look at The Spectator, it has 42,000 subs and only about 13,000 newsstand sales. That's because we work hard to turn every newsstand buyer into a sub — and that will be the same policy with The Business."

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