FT Advertising

The FT covers the big issues from every angle. Whether our readers want to know about business topics like leadership, key events like the US election or global issues like climate change, they use our in-depth analysis to get a 360-degree perspective. Our coverage might include special reports, awards dinners, global conferences and online videos, blogs and podcasts.

For our advertisers, this helps them to establish themselves as leaders in a particular area, with integrated solutions that blend content and advertising across multiple channels. For example, GE’s sponsorship of the “Business of Climate Change” series put them at the forefront of a crucial business issue by exclusively owning all advertising surrounding it. Three bespoke magazines focused on the themes of Science, Policy and Business, while the online component archived everything and extended the debate through interactive graphics, roundtable debate and video. Guest columnists such as Tony Blair, Jose Manuel Barroso and Sir David King underlined the project’s heavyweight credentials, and the rich media environment pulled together the whole series’ content, brought the audience back on a regular basis and gave GE the chance to make a real impact.