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FT – How To Spend It First Issue Review

On Saturday the Financial Times launched the first edition of its quarterly colour magazine, How To Spend It. The glossy tabloid supplement, not surprisingly, has an up-market feel; it is uncluttered and full of elegant photographs. To prevent the supplement’s fashion editorial from alienating male readers, there are articles on male fashion and opinions.
Aiming to tell readers what to do with their money and where to get it, editorial in this issue includes the FT Fashion Focus, which reviews the Paris spring/summer 1995 collections. There is a feature on Princess Olga of Greece, an article on men’s evening wear, giving advice on how not to be naff or vulgar. Major department stores are analysed, as does the new season’s make-up There is a feature on the history of male suits, as well as male and female fashions.
The 52 page supplement has an ad:ed ratio of 50:50, with major brand advertisers including Dunhill, Daks, Cartier, Jeep and Seiko. There are five pages of advertorials, from Aquascutum, Lufthansa and Nescafe.
A full colour page costs £10,000. A specified page costs £11,500. A mono page costs £9,000.
Ad manager is Julia Carrick 071 873 4664.