FT Advertising - Audience

Ruthlessly organised and ferociously focused, the Business Decision-Maker will methodically make its way through the tangled undergrowth of business politics to dig up the right business solution.

Native to every developed
country, this elusive breed perches loftily at the top of its company’s food chain. As such, it is particularly hard to track down.With power over thousands of jobs, its decisions are not only sought after by its company, but by its industry as a whole.

Natural habitat
Responsible for around €2.9 trillion worth of purchasing decisions in Europe, if they’re not in endless board meetings you’ll spot around a third of them hovering in the public spotlight squawking about their company’s latest miracle.

Away from the media’s glare, you’ll find that a vast majority of this breed visits a fashionable watering-hole at least twice a week, with an equally large percentage nesting in airport business lounges waiting to migrate abroad.

Feed
Sticklers for detail, they constantly forage for new information. Using the FT newspaper to set them up for the day, they will then visit their next most important source of information, FT.com, sometimes returning to feed up to 15 times a day.

As heavy internet users (13 hours a week), they regularly email clients, competitors and even politicians to gauge their company’s position in the global pecking order. Although they rarely roost for very long, research has shown that over 41% of them like to nest down with FT Weekend..

Migration
	As a regular flyer, the Business Decision-Maker will migrate up to 15 times a year, four more than the average. Oddly though, these powerful internationals seem to spend less time resting their wings than other business species, taking only three holidays every year. Although their holidays are short, the same cannot be said of their holiday bills. At least 26% of them have been known to spend way in excess of €3,500 per person, which is nearly a third more than the average.

Distinguishing characteristics
	Older than the average FT-reading breed, the Business Decision-Maker has a sizeable waistline. Some argue that it is simply being big-boned, although a more widely acknowledged theory is that port and cheese forms a large part of this breed’s diet. Notoriously hard to read emotionally, it is always tricky to gauge where they will fly to next. Spotters are advised to scan the back seats of chauffeur-driven cars to catch a rare glimpse of this fast-moving breed.

Attracting the attention of this breed is hard; by using a combination of the FT newspaper and FT.com you can reach over 36% more of this breed than using the FT newspaper alone.

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