New people-driven business title is 'for and by Europeans'

Readers from Plymouth to Poland

A new pan-European business magazine which aims to take on international heavyweights Forbes, Business Week and Fortune has launched, called European Business.

The monthly plans to take a more European approach to enterprise than existing titles, with a focus on the people driving business as opposed to the companies.

Backed by £2m investment and published by the Ink Group, it is promising to avoid “stuffed shirts” and get behind business personalities such as Virgin tycoon Richard Branson.

Jeffrey O’Rourke, chief executive of Ink, said there was a gap in the market following the growing economic power of the EU and centralisation.

“We think there is room for a magazine that is people-driven as opposed to driven by companies. We won’t just look at what Vodafone and Procter and Gamble are doing, it will be more about the people who drive the companies,” he told Press Gazette.

O’Rourke said the magazine would have a global outlook and “go down as well in Poland as in Plymouth” with less of an American bias than Forbes, Business Week and Fortune.

“They are essentially American magazines that have been adapted for European markets. Ours is written by Europeans for Europeans.

“It’s not a second class citizen to the American market,” he added.

European Business will have a print run in excess of 100,000 and a cover price of £3.25. The first issue features a story on ‘Daimler in distress’, a look at how fashion retailer H&M is planning to take on the States and an article on climate change.

The 132-page title is edited by John Lawless, a former editor of Export Times. Lawless covered European business for The Economist and was international trade correspondent for The Times, having also been managing editor of Business magazine.

Jeremy Hunt, an ex business profile writer at The Sunday Express, is deputy editor.

O’Rourke said he planned to recruit more full time staff but the title will rely predominantly on freelance contributors throughout Europe.

“It is important for us to have stringers overseas, you need people who are experts in both their own countries and industries,” he said.

European Business is the second launch from the Ink group in the last month. It follows the launch of Allergy, a new magazine for allergy sufferers. Ink plans to open an office in New York in November.

By Ruth Addicott

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