FT eyes up the potential

Grocer, Sept 15, 2001

The Financial Times is targeting occasional and non-readers this autumn with a direct marketing campaign.

In an effort to turn them into regular purchasers of the newspaper, 146,000 non-readers will be sent a book of 13 vouchers giving them a free trial of both the weekday paper and the Weekend FT.

This mailing goes out on September 24 and the vouchers are valid until October 27.

On October 19, 5,000 occasional readers will be targeted. Each will get a book of vouchers, allowing them to trial the FT for 30p. These vouchers will be valid from receipt until November 3.

Another 11,000 occasional readers will receive vouchers worth 45p each, while a further 6,000 occasional readers will be sent vouchers worth 35p, which is the new trial price point for the FT.