uk.superbrands.com Superbrands UK Vol. 23 The Financial Times is one of the world’s leading news organisations, recognised internationally for its authority, integrity and accuracy. It serves as a trusted independent guide to a fragmented world; essential for the ambitious, the curious and the champions of better business Market The global pandemic resulted in major upheaval, the effects of which are still being felt today. But, as the world recovers from one major challenge, it is being thrust into another. Conflict between Russia and the West continues to exacerbate pressure on existing political, social and environmental challenges, while creating new ones which further disrupt people’s lives. From the cost of living crisis to energy insecurity, the future looks more uncertain than ever. Readers want help to make sense of it all. The Financial Times’ authoritative, unbiased and accurate insight is best placed to show audiences the way forward. Product The Financial Times (FT) is one of the world’s leading business news organisations. It is part of Nikkei Inc. which provides a broad range of information, news and services for the global business community. With 700 journalists in 40 countries, the FT provides high quality reporting and insight across a number of key themes including economy and governance, social and political change, climate, technology and investment. Its products play an important role for its audiences who are seeking clear analysis, reliable news and insight to help them make the right decisions. However, the subject matter of the FT isn’t limited to business news. Its supplements, FTWeekend and HTSI, comprehensively cover the arts, food and drink, fashion, travel and more. Achievements Since joining forces with Nikkei in 2015, the FT’s reach has never been stronger, with a record paying readership of more than one million, three-quarters of which are digital subscriptions. Through the partnership, the FT and Nikkei have worked together to open a joint Houston bureau covering energy, the US economy, politics and culture. In 2019, the FT launched its most substantial brand platform since the 2008 crisis. ‘The New Agenda’ puts the FT firmly on the side of responsible business. The brand platform provokes global debate about the rights and wrongs of modern capitalism, suggesting that the pursuit of shareholder value above all else is detrimental to society and, ultimately, bad for business. The FT is a multi-award-winning organisation. A recent notable achievement was being named Europe’s leading business publication for the sixth year running by the Global Business Influencers survey (GBI) from Ipsos in 2021. The FT was awarded both International and National Newspaper of the Year at the News Awards 2021, which celebrates the best in news media print, technology and business innovation. The paper received two 2021 British Journalism Awards for outstanding investigative reporting into Greensill Capital. The judges said that the FT had conducted “an extraordinary team investigation exposing corruption at the highest levels of politics and business.” 2022 has delivered awards in areas such as Best News Podcast, Video Journalism of the Year, British Science Journalist of the Year and Excellence in Human Rights Reporting. All are testament to the breadth of in-depth reporting that goes into making the FT the leading news provider it is today. Recent Developments The FT continues to innovate through the expansion of its digital offering to establish a more accessible brand and reach new growth audiences. One example is the launch of the FT Edit app in July 2022. FT Edit gives readers access to eight curated articles every weekday, at a lower price point of £0.99 per month, after a free one- month trial period. FT Edit is designed to appeal to an adjacent audience – readers who appreciate the quality of FT journalism, but simply don’t need or want a full subscription. Another example is the launch of ‘The Climate Game’, an interactive experience where players seek to save the world from the worst effects of climate change. The ambition of the news game is to bring to life the FT’s industry leading insight on this complex global challenge, while also helping readers to easily digest key information in an engaging and accessible way. 2023 marks 130 years of the FT being pink. The paper was first published in its iconic light-salmon colour in 1893 to stand apart from competitors and reduce costs by using unbleached recycled paper. Today, the globally recognised FT hue continues to represent the company’s heritage and innovation. Promotion In September 2022, the FT launched its latest global brand campaign, titled ‘Make sense of it all’. The campaign acknowledges an increasingly uncertain future, with rising inflation, energy insecurity, the climate emergency, a cost of living The film Wolf of Wall Street featured a character based on the editor of the FT, Roula Khalaf DID YOU KNOW?
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