The domestic circulation strategy of the Financial Times

The growth in circulation of the Financial Times has been spectacular overseas, but in the UK sales have increased by more than 60% over 20 years, in spite of the long-term strategy of maximising appeal to businessmen and minimising appeal to others.

The Domestic Circulation Strategy of the Financial Times

Michael Ryan Market research consultant

In1967, the year I joined the Financial Times, our circulation was 149,000, of which 9,000 was overseas and 140.000 in the UK. Twenty years later the total sale is more than double with overseas up to 79.000 and UK more modestly increased to 228,000: Table 1 shows how this has built up.

TABLE 1: FINANCIAL TIMES CIRCULATION: A 20-YEAR RUN

 Worldwide '000UK'000...

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