FT revamps international titles

FT Business’s magazine for expatriates Resident Abroad is relaunching to target a new, younger breed of reader who has relocated to Europe through work.

FT Business’s magazine for expatriates Resident Abroad is

relaunching to target a new, younger breed of reader who has relocated

to Europe through work.



According to publisher Shan Millie, the stereotypical view of an

expatriate drinking pink gins in Happy Valley, or downing sangria in the

Costa del Sol, is outdated.



Today’s expatriate is a mobile executive who has been relocated abroad

by their employer. They are more likely to be young, single and,

increasingly, female.



The single market in the European Union has made European cities the

most popular destinations.



Consequently, the redesigned format will include careers advice,

management, education, property and lifestyle features.



The importance of the internet to people living overseas will be a key

element, with guides to online shopping, banking and investing.



The seven-strong sales team, led by ad manager Clare Reed, will target

new ad categories in pan-European banking and travel to supplement the

core base of offshore financial services.



Resident Abroad has an ABC paid-for circulation of 16,318 and claims a

readership of 65,000.



Millie also revealed that a website, Expat.com, will launch in the

autumn.



This will form part of the FT.com portal and advertising will be sold by

the FT.com team. Expat.com will also develop e-commerce

partnerships.



Resident Abroad’s sister title The International has also been revamped

and given a more overtly international focus. Previously read mainly by

UK nationals, it will target private investors of all nationalities, as

well as global financial advertisers such as Charles Schwaab.



The International has a controlled circulation of 30,000.



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