When Towers Perrin and Watson Wyatt merged to become Towers Watson in early 2010, the management consultancy rolled out a four-month global ad campaign to get the word out about the new brand.
The company wanted the ad campaign, called "See It Clearly," to have a laserlike focus on business-decision makers operating on a global scale, according to Ted Kohnen, VP-integrated marketing at Stein Rogan+Partners, who worked on the campaign.
"There are a number of global, general-business publications that we could have run the campaign in, but we only did two," Kohen said. (The other was The Wall Street Journal.) "The Financial Times led the campaign, because that's where the market makers go."
For b2b advertisers seeking C-level decision-makers on both sides of the Atlantic, FT remains a key media buy. The salmon-colored daily, which provides in-depth coverage of global financial markets and world politics, has editions in the U.K., U.S., Asia, Europe and the Middle East.
Despite the still-sluggish economy, FT's U.S. ad pages grew 49% last year compared with 2009, according to Kantar Media. Print advertising got a big boost from the corporate finance sector, with companies such as Bank of America, Barclays and Credit Suisse joining the fold last year.
Financial Times/ FT.com
Phone: (212) 641-6550
Traffic: More than 3.4 million registered users
Ad revenue (print): N/A
Ad revenue (online): N/A
Ad rate (print): $210,025 weekdays (global); $43,865 (Americas only) for 1 page 4/C
Ad rate (online): N/A
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Global print circulation declined to 378,707 last year, from 401,286 in 2009, according to the Audit Bureau of Circulations. However, FT's total paid circulation, both print and digital combined, grew 1.4% to 605,402, according to Deloitte.
"While the FT [newspaper] reaches a relatively limited audience in the U.S. (116, 661 circulation), you are reaching an extremely influential group of people," said Dave Rowe, VP-media director of b2b ad agency Doremus. "And we're still talking about 380,000 business readers worldwide, which is a substantial audience."
The newspaper continues to make a strong marketing push into the BRIC countries (Brazil, Russia, India and China), with a particular focus on Brazil and other Latin American markets, said Andrew Sollinger, managing director of the FT's U.S. commercial operations. "We see a big shift, a tilt, in the world economies toward emerging markets," he said.
In April the FT introduced a global ad campaign with the tagline, "Global business news—literally at your fingertips." Ads in print, online and broadcast will be running through the end of the year, Sollinger said. "It's air cover in reminding people of the importance of global information in today's world." —M.S.
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