The FT today unveils a global market-leading initiative created to ensure advertisers are getting the maximum return on their marketing investments. The initiative includes a video presentation demonstrating how advertising across FT channels generates “bigger”, “faster” and “smarter” results. An FT marketing campaign will also launch today to coincide with the release.
Of the FT’s average daily audience of 2.1 million readers, 1.47 million read the newspaper exclusively*. But advertisers that opt for print-only campaigns miss reaching nearly 400,000 readers who only consume FT content in digital formats, or nearly 20 per cent of the total daily audience. In addition, there are close to a quarter of a million readers who consume the FT on two or more channels every day.
With FT.com subscriptions up more than 35% year on year, and more than one million users accessing the FT mobile web app http://apps.ft.com/ftwebapp/, the Financial Times’ premium, global audience continues to grow steadily.
Ben Hughes, global commercial director and deputy CEO for the Financial Times, commented: “The Financial Times’ print and online advertising are two of the most effective ways to reach the world’s business elite. Used together, these channels go further to ensure maximum return on investment by increasing brand exposure to global business decision-makers by an average of 38%** while at the same time reducing cost per head by 26%***and reaching the same audience levels in a third of the time.”
The FT marketing campaign is comprised of print and online components and will run across the FT newspaper and FT.com, as well as in Campaign Asia. The video presentation can be viewed here: http://www.ft.com/integrated.
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*PricewaterhouseCoopers, audited, Oct 2011: http://www.fttoolkit.co.uk/2011mediakit/ft_adga.html
**Ipsos Business Elite survey
*** Five bespoke crossmedia studies 2008 – 2010
For further information please contact:
UK/EMEA:
Emma Gilpin-Jacobs
Global Director of Communications
Financial Times
T: +44 (0)20 7873 4447
E: emma.gilpin-jacobs@ft.com
US:
Darcy Keller
Head of Communications in the Americas
& Global Press Office
T: +1 212 641 6614
E: darcy.keller@ft.com
Asia:
Azmar Sukandar
Head of Communications, Asia Pacific
T: +852 2905 5519
E: Azmar.Sukandar@ft.com
About the Financial Times:
The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 601,269 for Q4 2011 (Deloitte assured, 3 October 2011 – 1 January 2012) and a combined print and online average daily readership of 2.1 million people worldwide (PwC assured, May 2011). FT.com has more than 4.3 million registered users and 267,000 paying digital subscribers. The newspaper, printed at 23 print sites across the globe, has a global print circulation of 333,771 (ABC, December 2011).