FT launches ad campaign to attract younger readers

The Financial Times has begun an advertising campaign aimed at young readers, reports Angela Haggerty of The Drum.

Haggerty writes, “The campaign was created with digital agency Essence and will run on digital poster sites at London commuter stations as well as Facebook and Twitter.

“Toni Ellwood, head of acquisition marketing at the FT, explained: ‘Since the launch of our digital media acquisition campaign last year, we have seen that 40 per cent of new readers through this initiative were in the 24-34 age group – one we hadn’t specifically targeted previously.

“‘Almost half of FT.com traffic now comes from mobile devices. This campaign effectively reinforces the Financial Times’ relevance to an audience which is increasingly time-poor and accesses new on the go.'”

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.