Part of a global brand campaign for Philips, the Financial Times‘ Health series is also an entrée into a new niche market for the business-focused publication. Philips is the sole advertising sponsor of Health’s four-part magazine series, which is being distributed in March, May, September and November as a 48-page insert in the UK, continental European and US circulations of the FT. Globally, the FT has a circulation of 431,900.
“We saw this as a good opportunity for collaboration between two leading brands,” said Andrew Bowyer, head of FT strategic publishing. “The FT is the one of the world’s most respected media organizations, and Philips is a thought leader in multiple spheres including the health and well-being space.
“It is a good example of the FT creating new franchises that are both of interest to our readers as well as providing a truly integrated multiplatform solution for our commercial partners,” he added. “This is a key pillar of our business strategy. In terms of expanding other outlets for [readers’] engagement, this is an excellent example of the FT delving into a key topic on multiple levels to add further value for our readers.”
The FT has also built a custom microsite, www.FT.com/FTHealth, for the venture, as well as an FT Health blog. Philips will be featured prominently on these sites in an effort to better engage business and opinion leaders with the Philips business.
In addition to the FT-branded sites, Philips also is working with the publisher on its own online portal, GetInsideHealth. This new portal, which offers monthly subscriber newsletters, will feature FT content along with content from other media companies. GetInsideHealth can be accessed through Philips.com.
Bowyer noted that, although this type of partnership is not new to the FT, this particular project stands out because it is fully integrated across print, online and conference platforms globally. And, although it may seem like custom publishing for Philips, he added, editorial integrity will remain “paramount.”
“Healthcare is a critical issue to our readers, and Philips saw this as an excellent platform through which to engage the FT’s readership through their partnership in a way that is engaging, thoughtful and, most importantly, adherent to complete editorial integrity,” he said.