Better Business is the UK's leading subscription small-business magazine aimed at helping people run a more profitable business.

Our target readers are professionals, freelances, independent consultants, business owner/managers, the self-employed, entrepreneurs, new managers, rising stars, start-ups and downshifters.

Their resources are often limited and the key person generally wears several hats. Many are unlikely to have personnel dedicated to, say, human resources, IT and accounting.

This is the fastest growing sector in the workplace today. 97.9% of UK businesses employ less than 20 people (DTI statistics).

Our readers are experts in their own field, but they often have important gaps in their wider knowledge of running a business:

• How do I deal with clients that won't pay?
• How do I find and choose the right employee?
• How do I find more customers?
• How do I get repeat business?
• How do I make unforgettable presentations?
• How do I negotiate more effectively?
• How can I market my business on the Internet?

One of the challenges for small business owner/managers is that they do not have access to the usual range of contacts and information available in a large organisation. Working in such a vacuum can be unnerving and inefficient. Nor do they have the credibility or momentum of established firms, with their direct lines to customers and suppliers.

Better Business addresses these issues by providing a regular flow of ideas, information and encouragement. It draws on experts in a wide range of topics from all sectors of business, giving practical, proven, jargon-free advice, backed with useful contacts to put readers on the right track fast.

In a reader survey, 75% of readers who increased turnover by more than 30% read the magazine for an hour or more each month.

Better Business aims to raise the productivity and profitability of small businesses by offering a range of topics in each issue, including:

• News up-dates for small businesses - new technology (including product reviews), new products and services, legal and tax updates;
• Practical articles on the business of running and managing a profitable business;
• Case studies of people with relevant learning experiences and hindsight they can pass on to our readers;
• Money-saving tips and useful contacts to increase readers' chances of success.

Better Business is published 10 times a year. It is available by subscription only. The subscription rate is £60 p.a. and it comes with a two-issue money-back guarantee.

The magazine was launched in 1992 by Active Information, an independent publisher now based in south Wales. It was originally called Home Run.

Reader Statistics

The statistics below are derived from various reader surveys.

Gender

60% are men.

Age

• 59% are aged 31 to 50;
• 23% are aged 51 to over 60.

What they do

• 23% Business related services;
• 22% Other consultancy;
• 14% Creative/design services;
• 8% IT/web services;
• 7% Training;
• 7% Marketing/PR services.

Other groups include financial advice, retail, health or leisure related businesses, manufacturing and mail order.

The type of business

• 60% operate as sole traders/proprietors;
• 20% are shareholding directors;
• 13% operate as partnerships;

Other groups include managers and employees.

Where they work

• 73% work from home;
• 10% work from leased/owned offices;
• 8% work from clients' offices;
• 3% work from a serviced office.

How they view their business

• 41% view it as a lifestyle business;
• 50% are building a business;
• 5% viewed it as 'a job';
• 5% are winding down.

How they enjoy their business

• 45% say 'It's fun!';
• 31% say 'It's great!';
• 23% only settled for 'It's OK'.

How long they have been in business

• 15% for 1-2 years;
• 24% for 3-5 years;
• 25% for 6-10 years;
• 30% for more than 10 years.

Where they go for advice

• 55% look to books and magazines;
• 50% ask their accountant;
• 22% try Business Links or their national equivalent;
• 40% check out the web;
• 15% approach consultants;
• 17% ask their bank.

Work pattern

• 45% work 9-10 hours a day;
• 13% work 11 or more hours a day;
• 42% work most weekends;
• 40% take 2-3 weeks holiday;
• 31% take one week's holiday or less.

Business turnover

• 10% turnover less than £10k a year;
• 15% turnover £10-£20k a year;
• 24% turnover £25-£50k a year;
• 25% turnover £50-£100k a year;
• 15% turnover £100-£250k a year;
• 8% turnover £250k-£1m a year;
• 3% turnover over £1m a year;
• 83% have never had bad debts.

Number of employees

• 53% employ part-time workers;
• 65% employ one person full time;
• 20% employ two full time people;
• 6% employ three full time people;
• 3% employ four full time people.

Growth prospects

• 81% their turnover will be the same as last year's;
• 17% their turnover will increase on last year's;
• 65% plan to grow their business;
• 10% increased their staff by one person this year;
• 7% increased their staff by more than one person this year;
• 2% only reduced staffing levels.

These figures, if repeated across the UK, represent almost 300,000 new jobs in the UK.

Internet usage

• 70% check their e-mail several times a day;
• 20% check their e-mail once a day;
• 10% check their e-mail occasionally;
• 47% have their own website;
• 20% plan to have a website;
• 10% sell directly off the web;
• 67% still depend on modems;
• 15% have ISDN;
• 14% have Broadband.