One aim of the changes, described by the paper as more of a refresh than major redesign, is to enable readers to use the paper as both a business tool as well as an entertaining and informative read. The paper has also boosted financial coverage during the week and lifestyle coverage at weekends.
The ratecard and ad specs will remain unchanged however, with the changes not dramatically affecting the way the paper promotes itself to advertisers, according to outgoing regional MD Su-Mei Thompson, despite moves from other business titles towards a more localised sell.
The fact that the changes are made globally underscores the FT’s positioning as a platform for global ad campaigns, said Thompson. “What’s exciting for advertisers is that we’re continuing to invest in the product on a global basis. The changes affect all our editions.”
The paper represents a unique platform for advertisers, she said. “That’s our USP — that we offer a global platform. There are papers going a localised route, but you’re going to compete with domestic papers. The rates you can charge and the margins you can make are pretty competitive. What we offer is unique and, therefore, we can charge for that accordingly.”
