FT Business is launching an advertising-led lifestyle and finance
magazine for students called Strapt for Cash.
The 84-page title will launch on 15 May with 100,000 copies distributed
free through NUS offices on the top 100 university campuses.
FT Business is committed to producing four issues in the next 12
The second issue, out in September, will target freshers.
Strapt is a new departure for FT Business as it targets not only banks
and personal finance advertisers but corporate recruitment, fashion and
The first issue carries 26 pages of ads for companies such as JP Morgan,
Police, Ford, Schuh, Hotmail and National Express.
Grant Collins, who has a consumer background, is selling Strapt with
assistance from his colleagues in the personal finance team, under the
supervision of group ad manager Piers Johnson.
Johnson said the launch issue was intended to serve as a warm up for the
September issue. He admitted selling the first issue had not been easy
as many advertisers had wanted to see a copy first.
’But we will be upping the tempo for September,’ said Johnson. ’We now
have something to show clients and we can make it happen.’
Johnson said as many as 12 people could be involved in selling the
magazine and he had not ruled out recruiting additional staff. ’We will
be going after everything from banks and credit cards to fashion,
toiletries, drinks and snacks, travel and computers,’ he said.