FT, Economist favoured by execs in Europe

23 October 2009

LONDON: The Financial Times, The Economist and the Harvard Business Review are among the media properties most favoured by business leaders in Europe, a survey conducted across 17 markets in the region has found.

The latest annual BE: Europe poll from Ipsos MORI found that the Financial Times, the business title, saw its daily readership among top executives in Europe rise by 2%, to 455,947, over the year to August, to a 14.7% share overall.

By contrast, the Wall Street Journal, owned by News International, held just 2.4% of the market, with the International Herald Tribune on 1.7%, and USA Today on 1.6%.

However, the Wall Street Journal's web portal registered a 30% uptick in user numbers, with the IHT's internet service growing by 20%, and the Financial Times online hub by 17.5%.

In the weekly print category, The Economist retained its leading position, with a share of 12.3%, followed by Time, on 7%, Business Week, on 4.7%, and Newsweek on 4.5%.

Among the fortnightly titles, Fortune took 3.2%, with Forbes on 2.8%, having improved its position slightly against its major rival.

With regard to the monthlies, the Harvard Business Review was favoured by 9.4% of the sample, followed by National Geographic, on 8.5%, Euromoney, on 2.7%, Bloomberg Markets Magazine, on 2.6%, and Institutional Investor, on 1.6%.

On the web, the BBC's website enjoyed the greatest reach among participants, on 21.4%, with FT.com on 12.5%, CNN on 8.7%, and Sky's news platform on 7.8%.

With regard to TV, Sky News was the leading brand, on 6.3%, ahead of CNN International, on 4.2%, Discovery Channel, on 4%, and BBC World News, on 3.3%.

Data sourced from Brand Republic; additional content by Warc staff