FT Weekend App Targets Papers Growing Lifestyle Audience

FTW-app-590x584The Financial Times has launched an app to accompany its FT Weekend edition, targeting the same lifestyle audience that the Saturday edition of the newspaper does.

Launching simultaneously across iOS, Android and Windows 8 devices, the app was built as part of the FTs HTML5 web app, but comes with a standalone subscription after users have enjoyed a first free month.

The app is designed to mirror the visual style of the FT Weekend edition, with FT Magazine, Life & Arts, and House & Home sections, and offers full-page ad inventory for advertisers.

The launch is accompanied by a digital campaign aimed at raising awareness of the breadth of FT Weekends content and reaching new audiences. Readers are encouraged to interact with the newspaper through social media with the chance to win their own self-described perfect weekend. The paper is also running a global brand campaign across TV, cinema, outdoor displays, print and digital media.

“FT Weekend is recognised around the world for its outstanding writers and critics,” said John Ridding, CEO for Financial Times. “Following the successful FT Weekend global brand campaign Experience a different world that debuted earlier this year, we have seen an increase in weekend retail sales and subscriptions globally. We are delighted by the growing demand for the weekend edition and the app will give readers and advertisers more choice and a richer experience.”

“FT Weekend has long been regarded as a premium print product,” said FT Weekend editor Caroline Daniel. “With this app we are able to deliver a premium digital and mobile-first product too. Our readers all over the world make a personal choice to buy FT Weekend and we want them to enjoy a perfect reading experience, wherever they are.”