How the FT plans to expand in the United States

Peter Spiegel, the U.S. managing editor of the Financial Times, spoke with the Media Masters podcast about the business newspaper’s plans to expand in North America.

The Financial Times has been asked to expand in the United States by its new owner, Nikkei. His mandate is to explain the United States to readers in the United States and around the world. Spiegel is the first American to run its U.S. operation.

“The FT leadership reflects what the newspaper represents, which is a global brand,” said Spiegel. “And it is the most competitive media market in the world….We do have a global network that is unrivaled in the world.”

The Financial Times is expanding its Chicago and New York bureaus, and re-opening its Houston bureau.

“There are not that many places out there who are expanding,” said Spiegel. “We are here in the U.S., and we are serious.”

The challenge is that the FT has to bring a different perspective to stories, to find topics that are connected to money. As an example, he noted how the FT has been covering billionaires who are trying to influence American politics by changing the debate.

“That is something that we know very well,” said Spiegel. “It’s finding those niches where we can become must-reads for Americans.”

To listen to the podcast, go here. The podcast was recorded before the pandemic quarantine.