Between the Lines: FT recovery fuels ad review

It has been quite some time since the Financial Times' famous ad slogan, "No FT, no comment", had the ring of truth. The dotcom crash in 2000 meant a slide in circulation and ad revenues and an almost 100 per cent cut in marketing spend.

News of a creative review (page 1) is timely, as the paper is at last showing signs of recovery. Its owner, Pearson, reported a 13 per cent rise in ad revenues and a 4 per cent increase in circulation at the start of 2006, after the paper returned to profit in 2005.

According to reports, FT executives have been set the not inconsiderable task of increasing operating profits from £2 million in 2005 to £10 million in 2006 - not an easy thing to do in a tough UK national newspaper market.

Perhaps that's why the ad review has such an international slant - non-UK markets have been important growth areas for some years now. Whoever triumphs in the ad review will face the same challenge as the paper itself: to be successful in multiple markets without diluting its message in any.