The fortnightly newspaper, aimed at small business sector decision-makers, was launched on 1 March 2005. Its cover price was R9.
Van Niekerk said circulation, and not advertising income, was the main reason for the decision.
“We didn’t sell enough copies. We gave it 110%, but the market did not accept (the publication) as we had hoped it would.
“None of the small business publications do really well. That segment, which is very appealing to advertisers, is very fragmented,” Van Niekerk said.
He said the publication had aimed for circulation of “at least 30,000”.
Its latest circulation figure (ABC, July to September 2007) was 23,265 of which 6,877 were paid-for copies.
Van Niekerk said approximately 12 permanent staff members were affected by the decision. They would be redeployed within Media24.
