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Costa del Sol, is outdated.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,
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
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
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.