The Financial Times is to offer advertisers a new service on its
Website as it continues to expand its online activities.
On one level, the FT Investor Link offers users a straightforward list
of companies, complete with stock- market information such as current
share price. However, for a fee, the FT will also build a second-level
presence for the companies in the list.
A two-page Website with basic financial information taken direct from
the annual report is free to the ’advertiser’; putting the entire annual
report online costs pounds 3,000 a year, while adding more information
to create a full-blooded corporate presence will cost pounds 8,000.
The Investor Link will sit beside a corporate press release service and
will be aimed specifically at the investor community. Companies that
have already signed up include British American Tobacco, Orange,
Greenalls and Railtrack.
Tony Blin-Stoyle, the director of electronic publishing at the FT, said
the key attraction for users and advertisers was the context given to
the information by the FT brand. ’At the moment, this information is
scattered,’ he said. ’If we can draw it together, potential investors
will come to one site to get it.’
He added: ’It means companies can communicate globally, not one-to-one,
FT.com claims to have 350,000 regular users. As well as containing items
from the printed version of the FT, it has developed services such as an
exchange rate calculator and a mortgage calculator. It sells advertising
separately from the main paper.