BUSINESS secretary Lord Mandelson and Chancellor Alistair Darling were in Reading this week to see at first hand how the town is selling itself.

Top of the agenda were Reading's new Business Improvement District (BID) and discussions on the regional economy.

But while Mr Darling, and Minister for the South East, Jonathan Shaw began the day with a whistlestop tour of some key town centre businesses, Lord Mandelson shunned the media spotlight, refusing photographs or interviews.

Mr Darling and Mr Shaw popped into three independent traders in town, Sushi one0eight in Queen Victoria Street, Jacobs Jewellers in King Street and Picnic, in the Butter Market, to hear what it is like to be part of the BID, through which they contribute to local improvements.

The ministers then gathered at the Forbury Hotel where they met more local business people including BID manager Guy Douglas, Reading UK CIC director Tim Smith, Gordon Stenton, managing director of John Lewis, Reading, and Broad Street Mall manager Steve Fawke.

They then joined Lord Mandelson and SEEDA representatives in Davidson House for a meeting of the Regional Economic Council.

On his tour Mr Darling gave his support for the BID concept in Reading.

He said: "What's encouraging is businesses in Reading have got together to ask themselves, 'what can we do to make Reading a more attractive place to shop, eat and drink?' That's what we want to see more of throughout the country."

He said 2009 will be difficult throughout the world but he is confident the country will come through it

He added: " What I am saying to businesses is, 'we are ready to help you in any way we can'. But we can also help you with longer term projects, for instance the Reading station project is pretty important for the whole south of the country. It will make a real difference."

Mr Shaw, who is MP for Chatham and Aylesford, is another fan of the town, and said co-operation between the council and businesses had been a key element in Reading's success.

He said: "Reading has done well over a number of years. When I come here now, compared to when I was a kid, it is a fundamental success."