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Financial Times targets younger readership in digital campaign

A digital advertising campaign from the Financial Times has been launched to target a younger readership.

The campaign was created with digital agency Essence and will run on digital poster sites at London commuter stations as well as Facebook and Twitter.

Toni Ellwood, head of acquisition marketing at the FT, explained: “Since the launch of our digital media acquisition campaign last year, we have seen that 40 per cent of new readers through this initiative were in the 24-34 age group – one we hadn’t specifically targeted previously.

“Almost half of FT.com traffic now comes from mobile devices. This campaign effectively reinforces the Financial Times’ relevance to an audience which is increasingly time-poor and accesses new on the go.

“We remind readers that the FT keeps them informed – whatever their location and preferred reading habits – with the latest international business, finance, economic and political news and analysis.”

The campaign will use the tagline: “Find your personalised Financial Times at FT.com.”

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