Financial Times (Ft) Readership and Reporters

THE FINANCIAL TIMES (FT) READERSHIP AND REPORTS

“If you wish to keep abreast of trade and currency matters, read the Financial Times. This London based paper has long been the leading source for daily international financial news and now it has an excellent American edition. Both its reporting and commentary on trade are first-class.” Warren Buffett, March 2005.

• FT is the only foreign (non US) newspaper delivered to the White House. Twenty copies are delivered to the Pentagon and eleven to number10 Downing Street.

• FT has twenty-four print sites and 450 journalists based around the world, thus providing regionalised business news on a global scale.

• The circulation of the newspaper print version is 450,000 daily, about 30% each in Great Britain, continental Europe and the Americas, 8% in Asia.

• This translates to a daily readership of 1.4 million readers, in 140 countries.

• From these figures, there are roughly 350,000 C-Suite executives and 800,000 business decision makers around the world reading the FT every day.

• FT readers earn in excess of £162 billion ($320 billion) per annum, and are worth almost £600 billion between them.

• With their savings, they could buy the three largest companies in the world outright (ExxonMobil, GE and Microsoft, which have a combined market value of about £500billion) and still have change left over to buy TimeWarner.

• FT readers take a total of 18.8million flights per year – enough to fill 35,000 Boeing 747s, or every single one currently in existence more than 25 times over.

• …or to look at it another way, in the last minute, somewhere in the world 36 FT readers have just boarded planes.

The Average FT READER is…

• Male (78%), Female (22%, but 35% forWeekend edition)

• 48 years old, but one in six is under 35

• Wealthy, earning over US$195,000 per year

• A high net worth individual (portfolio worth overUS$1,000,000)

• A frequent air traveller, making eighteen trips per year.

• FTis the world’s #1 Business read:

Financial Times29%

Wall Street Journal23%

The Economist13%

Risk 8%

Business Week 5%

The Banker 3%

Forbes 2%

... and is considered the world’s most important business read

(with a 26% edge over the nearest competitor, Wall Street Journal).

FT Reports appear as separate pull-out supplements in the newspaper and also on FT.com. With topics ranging from Special Country Reports, through Business Travel to Business Education, from Corporate Finance to Commercial Property, their broad appeal to both specialists and enthusiasts offers great exposure, and their proven longevity means that an advertisement is seen time and time again.

- 75% rate FT Reports as “excellent” or “very good”

- 71% think they are accurate, independent and unbiased

- 85% are of the opinion that they “keep me informed about trends and developments”

- 80% find them “authoritative and credible”

- 64% agree that FT Reports provide information they cannot find elsewhere

- One in three readers has contacted a company after reading an FT Report

- FT reports have a long shelf life – nearly two-thirds of readers keep their reports for

future reference or pass them on to a colleague.

“I have often remarked, that one of the big secrets of government is that even after you have gotten (sic) all the clearances and codes for classified information, the stuff is often not as good as what one read in the Financial Times the week before.”

Strobe Talbott, Deputy Secretary of State (USA), December 2003.

“The World´s Best Newspaper” (*)

Published since 1888: Without Fear and Without Favour.

Sources: Premier TGI 2004/05, Global Capital Markets Survey 2006, Forbes 2000 List Feb 2006, ABC Jan-Jun 2006, FT Reports Research Jun 2003, (*) Swiss Internationale Medienhilfe, July 2005 and (Compiled by Richard Illingworth, FT Central America, )

FTA/312 May 2007