Europe’s Senior Executives Prefer FT, Survey Finds

23 September 2002

The Financial Times remains the most popular publication among Europe’s top executives, according to the latest data from the European Business Readership Survey from Ipsos-RSL.

Under the microscope in the study are the reading habits of 423,000 senior businessmen and women at some of the continent’s largest companies. The sample was 13% larger than in 2000 (when the last figures were released), largely due to an expansion of the survey to cover central Europe (Hungary, the Czech Republic and Poland).

Although the FT’s share of this market fell from 17.7% two years ago to 16.2%, its average issue readership rose 2.2%. The fastest growing publication was the Wall Street Journal Europe, the senior executive readership of which jumped 26%.

Other findings include:

• Forty-seven per cent of respondents read an international title, the same level as in 2000.

• Around half consider newspapers and magazines most reliable when it comes to international news, beating television (24%), radio (14%) and the web (10%).

• Forty-eight per cent visit online titles in connection with their work, while 12% pay for business information on the web.

Data sourced from: multiple sources; additional content by WARC staff