Ad revenues for Budget campaigns are highest in FT history
18 March 2005: The Financial Times saw record levels of reach amongst readers for its special print and online Budget coverage this week*, as well as attracting record advertising revenue for its free Budget Briefing tabloid and Budget Special.
FT.com saw a rise of 10% in traffic levels on the day of the Budget, featuring a special ticker sponsored by Oracle. Oracle also sponsored 40,000 copies of the FT's Budget Special newspaper on Thursday 17th March, which were distributed at 5 star hotels in key cities throughout the UK, in the first class carriages of Eurostar trains, the business class cabins of European airlines such as BMI, Lufthansa and Air France and at London's City airport.
For the first time, the FT published the Budget Briefing - a special full colour free tabloid evening special on the day of the Budget, Wednesday 16th March. It was also the first time the FT had been delivered by motorbikes and 'Smart' cars. Distributed free of charge to 70,000 Londoners at commuter points around the City, the Budget Briefing supplement contained the highlights of the Chancellor's speech and a brief digest of the main news stories. The aim was to provide instant reaction to the Budget, but also to promote the FT's special coverage on the following day and in the Weekend FT. The Budget Briefing edition carried colour advertising from Lexus, London Business School, EBS and Bank of Scotland.
The FT's Budget Special, on the day following the Budget - Thursday 17th March - is traditionally the FT's biggest selling edition. The advertising revenue was at an all time high, with campaigns from Lexus, HSBC, Fidelity Investments, Malaysia Airlines, London Business School, Adobe and Nokia. Total advertising revenue from the FT's combined print and online Budget specials in the UK exceeded £528,000, which is the highest in the FT's history.
Michael Rzesnitzek, Managing Director, EMEA, said: "The Budget has been a fantastic commercial success: it was our biggest ever Budget issue, the first time we've produced an evening tabloid and the most amount of revenue generated from Budget day. I'm delighted to say it is a great example of a real team effort and recognition that our integrated print and online approach yields fantastic results. We have a lot to be proud of."
Andrew Gowers, Editor, said: "This year's Budget has brought us into new editorial territory. The fact that we can publish a special evening tabloid edition and follow it up the next day with the in-depth comment and analysis you'd expect from the FT is testament to the success of the online operation, and the seamless way our journalists work across print and online media."
*Estimation on the basis of unaudited internal figures
Katy Hemmings, Financial Times, 020 7873 3811 or firstname.lastname@example.org
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- The Financial Times, one of the world's leading business newspapers, recognised internationally for its authority, integrity and accuracy. Providing extensive news, comment and analysis, the newspaper is printed in 23 cities across the globe, has a daily circulation of over 425,000 and a readership of more than 1.6 million people worldwide.
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