The value of FT advertising

As the latest surveys confirm, the FT is your best route to an affluent global audience with real influence and real spending power.

Reach a resilient audience
The FT reaches the big multinationals who have the scale and resources to weather the downturn.

Together, FT readers control one-fifth (€717 billion) of the total annual budget expenditure controlled by Europe's business elite.
Compared with Times readers, FT readers have a higher average income, higher internet spend, higher annual corporate expenditure budget, higher private investment value and higher annual company turnover.

Reach a receptive audience
In a global crisis, people turn to a global news provider - and they know they can trust what they read.

In recent weeks the FT has seen double-digit jumps in global sales, while FT.com page views have tripled and unique users have more than doubled.
Since 2006, the FT newspaper increased its market penetration of Europe's business elite by 9%, while FT.com has increased coverage by 12%.

Sources: Business Elite Europe 2008, British Business Survey 2008



	In the 1930s depression, Kellogg's maintained its marketing spend while Post did not. Kellogg then dominated the dry cereal market for the next half-century. During the late 70s recession, beer company Miller doubled its advertising spend. Rival Schlitz responded with too little extra spending too late. Miller gained significant market share and Schlitz became almost obsolete. Source: FT desk research