Between the Lines: The FT moves with the times

News that the Financial Times is ditching one of advertising's most iconic straplines, the "No FT, no comment" line created by Ogilvy & Mather in 1982, should come as no surprise (page 1).

The new line, expected to be "We live in Financial Times", will be used to target a globally focused, technology-savvy audience.

While the FT's claims of editorial authority are still important, two-thirds of its 416,367 circulation is overseas, and the speed of its information services is vital to its appeal. If the FT gets its positioning right, there is still a huge opportunity - just look at the success of global print products such as The Economist.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).