Exclusive content from The Sunday Times Rich List was used to draft 22 different news announcements tailored to different audiences (e.g. richest musicians, richest sports stars) which were distributed strategically over several days, contributing to an increase of 65,000 in print sales vs. the previous year and achieving over 400 new online subscriptions on the Sunday of publication alone. Upwards of 4,000 pieces of coverage were secured across print, online and broadcast.