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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