How the FT connects with consumers

Tim Healy of The Drum interviewed Fiona Spooner, the managing director of consumer revenue at The Financial Times, about how the publication connects with consumers.

Here is an excerpt:

How do you rate the value of emotional connection with a marketing campaign?
It’s huge, and it’s one of the best parts of the job. Our most recent campaign, ‘Source FT,’ is based on the insight that the FT is trusted. Through global interviews, we found that our customers value the FT because it allows them to form their own opinions confidently. That idea drives the entire campaign.
Having an emotional connection with our customers is crucial. We’re not just competing with other news sources; we’re competing with all subscriptions for a share of the customer’s wallet.

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.