EBRS finds Financial Times top daily read

European senior executives favour the Financial Times over any other international business publication, according to the latest European Business Readership Survey.

The survey monitored the media habits of 423,000 senior executives across Europe's largest companies and the Pearson-owned daily broadsheet emerged as the title of choice, claiming 16.2 per cent of the EBRS universe.

The German daily Frankfurter Allgemeine Zeitung was in second place with 13 per cent. This was followed by The Economist, which also emerged as the most popular weekly, with 8.4 per cent of the readership.

The most popular monthly title was National Geographic claiming 7.3 per cent, ahead of the Harvard Business Review.

The results corroborate the EMS and Europe 2002 surveys conducted earlier this year, when the Financial Times came top of the daily newspaper charts while the National Geographic was the most favoured monthly.

The EBRS report reveals half of the senior executives regard international newspapers and magazines as the most reliable source for international news, ahead of TV, radio and the internet.

Half of the group uses online publications for business purposes, with 12 per cent paying for online business information services, such as FT.com.

A quarter of EBRS executives are managing directors or in more senior positions with three quarters of them claiming to be involved in purchase decisions. They have an average income of £75,000.


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