FT's How To Spend It Magazine Celebrates Tenth Birthday

  • Special themed edition to celebrate tenth birthday published in November
  • How To Spend It carries 41% of fashion advertising market share in 2004
  • All editions of How To Spend It to be published worldwide from 2005

London - This month sees the Financial Times celebrate the tenth birthday of its award-winning luxury lifestyle magazine, How To Spend It. To mark the occasion, a special themed edition of the magazine will be published on Saturday 27 November 2004.

Over the past ten years, How To Spend It has become essential reading for the educated, the affluent and the influential. Unashamedly glamorous, it holds real appeal for discerning, cultured consumers who like to stay ahead of the game outside of the boardroom . The tenth birthday edition is dedicated to celebration in all its manifestations, elevating the subject to an art form with an eclectic mix of serious, insightful and witty journalism. The magazine will be supported by a marketing campaign within the FT newspaper and a high-profile party for both national and international key players in the world of luxury.

The magazine's origins lie in the How To Spend It pages which were formerly published exclusively in the weekend FT newspaper. From an initial European quarterly circulation in 1994, the magazine will publish 19 issues this year, most which are distributed worldwide. Regular themed issues of the magazine include A Passion for Fashion, Superior Interiors, Travel Unravelled and Christmas Unwrapped. From January 2005, all editions of How To Spend It will be published worldwide, following the successful launch of the magazine on a monthly basis in Asia last year.

Gillian de Bono, editor of How To Spend It, who was named Editor of the Year by the British Society of Magazine Editors in 1999 and is shortlisted for the same award this year, commented: ?We've seen such tremendous growth for How To Spend It over the past ten years and it's thrilling to be able to celebrate our tenth birthday in November on an all-time high, with pagination and ad revenue up yet again, extended international distribution and a clutch of prestigious editorial awards.?

Ben Hughes, Worldwide Advertising Director for the FT, said: ?How To Spend It is the ultimate luxury lifestyle magazine, combining the editorial credibility of the FT newspaper with first-class production values and exquisite photography. The magazine's affluent, brand-aware readership is a hugely attractive prospect for global luxury goods advertisers and our decision to publish all editions on a worldwide basis next year reflects this.?

How To Spend It was named Heatset Colour Supplement of the Year for the fifth time this year, and was named ?Supplement of the Year' in this year's British Press Awards. Judges of the British Press Awards commented: ?The originality behind this magazine gave it the edge in a hugely competitive field. It is utterly distinctive and has such great verve. It manages to do what it does without being pretentious, but with wonderful style and originality.?

Frequent How To Spend It advertisers include Rolex, Cartier, Chanel, Jimmy Choo, Dior, Ralph Lauren, Bottega Veneta, Dolce & Gabbana, Versace, Burberry, Fendi, Hugo Boss, Giorgio Armani, Tiffany, Graff, Prada, David Morris, Asprey, Louis Vuitton, Breitling, Hirsh, Patek Philippe, Tag Heuer.

Further information

Katy Hemmings, Financial Times, 020 7873 3811 or katy.hemmings@ft.com

Notes

Readership data (FT Global Reader Survey 2004):

  • FT readers worldwide earn over £155 billion annually - more than the GDP of Switzerland.
  • The average FT reader has a personal income of over £103,000.
  • One in ten FT readers is a paper millionaire.
  • FT readers worldwide make 27million air trips each year: enough to fill almost 50,000 Boeing 747 jumbo jets every year.
  • More FT readers across Europe own a yacht than readers of the Economist, Time, IHT and the Wall Street Journal Europe combined (Europe 2002)

Awards for How To Spend It magazine

  • Heatset Colour Supplement of the Year on five occasions (1997, 2000, 2002, 2003, 2004) in the annual Newspaper Awards.
  • Editor of the Year in the British Society of Magazine Editors Awards (1999) for Gillian de Bono.
  • Supplement of the Year, British Press Awards (2004).

Market share statistics

  • In the past year (Oct 03-Sept 04), How To Spend It carried 38% of all watch and jewellery advertising in the quality national newspaper supplement market.
  • In the past year (Oct 03-Sept 04), How To Spend It carried over 38% of fashion advertising within the quality national newspaper supplement market. The magazine's market share of fashion advertising rose by 11% in comparison to the market overall which declined by 0.4%
  • In the past year (Oct 03-Sept 04), How To Spend It's market share of travel advertising rose by 34% in comparison to the market overall which declined by 1%.
  • Year to date (Jan-Sept 2004), How To Spend It's share of advertising has risen by over 10% in relation to other quality national newspaper supplements. The market overall declined by 6%.
  • Year to date (Jan-Sept 2004), How To Spend It's share of travel advertising has risen by 40% in relation to other quality national newspaper supplements. The market overall declined by 0.4%.
  • Year to date (Jan-Sept 2004), How To Spend It's share of food and drink advertising has risen by over 111% in relation to other quality national newspaper supplements. The market overall rose by just 5%.
  • Year to date (Jan-Sept 2004), How To Spend It's share of fashion advertising has risen by 20% in the quality national newspaper supplement market. The market overall grew more slowly, rising by 15%.
  • Year to date (Jan-Sept 2004), How To Spend It carried a 41% share of fashion advertising in the quality national newspaper supplement market.