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Fresh look, business edge take BT to a new level - Dec 02, 2008 (BT)

BackDec 02, 2008

The Straits Times / The Business Times News On SPH

Fresh look, business edge take BT to a new level

Average daily sales reached an all-time high of over 35,800 copies in September.


Dec 02, 2008
The Business Times

The Business Times' comprehensive coverage of the financial turmoil plus its new-look weekend edition saw its average daily sales reach an all-time high of over 35,800 copies in September.

Handy and attractive: Relaunched on Sept 6 in a compact format, the new BT Weekend includes beefed-up and streamlined personal finance and lifestyle sections

The paper's paid circulation for the month rose 2.3 per cent from August alone. Compared with September last year, the figure increased 5.7 per cent.

'Since the financial crisis broke out in September, people have been paying more attention to news to stay informed. Such business news is what BT provides so well,' said Singapore Press Holdings (SPH) executive vice-president of circulation Chua Wee Phong.

The recent revamp of BT's weekend edition also boosted sales. Relaunched on Sept 6 in a compact format, the fresh BT Weekend offers the in-depth reporting which readers have come to expect as well as beefed-up personal finance and lifestyle sections.

In September, BT's paid circulation on weekends rose a whopping 26.3 per cent from a year ago. Average sales on weekends even exceeded those on weekdays by 2,500 copies.

Executives catching up on news over golf or other leisure activities appreciate BT Weekend's portability. 'It's a very nice size for when you're sitting by the swimming pool,' said Wheelock Properties (Singapore) chief executive David Lawrence.

For Standard Chartered Private Bank's global head Peter Flavel, the new markets section particularly caught his eye. 'Generally, the weekend edition of the best business-oriented newspapers show an in-depth weekly reflection on market movements.'

In fact, 'the reviews and commentaries don't just wrap up the week. In some cases, they also cast a different light on the week's business and world news,' said Frasers Hospitality CEO Choe Peng Sum.

'Maybe it is the weekend psyche, but I do take my time to enjoy the features, sometimes even holding the more streamlined lifestyle section over to Sundays,' he added.

BT's average daily sales last peaked in January 1994 at 35,600 copies.