Pearson Rolls Out FT Revamp Campaigns

A new advertising campaign for the Financial Times will begin next week and introduce changes to the newspaper including the launch of a new weekend supplement. The news comes as this week sees the launch of the latest stage in a £7 million advertising campaign for ft.com, as it also prepares for a revamp.

Changes within the newspaper and its internet offshoot reflect a desire by owners Pearson to broaden the appeal of the FT name. A £3 million advertising campaign for changes within the paper will challenge perceptions of its content and highlight the variety of subjects it tackles. The campaign will promote editorial changes within the newspaper and the launch of The Business, an A4 colour weekend supplement aimed at an affluent young audience.

The revamp of FT.com will be backed by a £7 million advertising campaign to raise awareness of its sites, which will be expanded and broadened to appeal to the worldwide business person. The service, which will be free to users, will relaunch next year and aims to be transformed into a business portal rather than an online newspaper.

The news comes a week after the Sunday Business announced a broadening of its subject base, including the introduction of sports pages (see Newsline Brief).

Financial Times: 0171 873 3000