FT targets luxury brands with How To Spend It website

A screen from Howtospendit.com
A screen from Howtospendit.com

LONDON - The Financial Times is launching a standalone website aimed at high end luxury advertisers to accompany the newspaper's How To Spend It magazine.

The FT said the website will carry the core values of the luxury lifestyle magazine -- it launches on October 3 to coincide with the 15th anniversary of the magazine.

Howtospendit.com will offer advertisers microsite opportunities and has already secured several launch advertisers including Rolex, Krug and Harry Winston.

The website, designed by Razorfish, will carry exclusive content not found in the magazine.

Lucia van der Post will be rejoining the title as a columnist, posting thrice weekly blog posts. Technopolis TV will see Jonathan Margolis provide weekly video bulletins from the world of gadgets and technology.

Other exclusive content includes The Reconnoisseur, billed as daily insider intelligence from How To Spend It's top contributors, and Gift Guide, profiling glamorous gifts on a daily basis.

Dominique Moseley, magazine and luxury publishing director at the FT, said: "The advertising challenge for howtospendit.com was to provide formats large enough and sophisticated enough that the world's most aspirational brands look as good on the screen as they do in print.

"The interest we've had at launch illustrates that we have built a website that meets luxury advertisers' specific requirements.

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