FT most popular international paper among Europe's business elite

LONDON - The Financial Times is the most popular international title among Europe's elite, according to the European Business Readership Survey.

The Pearson-owned daily broadsheet is read by 16.2% of the top 0.2% of the population, who are senior executives at Europe's top companies. The group, which comprises 423,000 senior business people, has an average annual income of £75,000 and almost half, or 47.3% of this group, read an international title.

Of those questioned, 24% are managing directors, chairmen, CEOs or presidents, and 41% are at director level and above.

The FT is closely followed by German daily the Frankfurter Allgemeine Zeitung, which is read by 13% of the group.

The two dailies are followed by weekly The Economist with 8%, monthly titles National Geographic, read by 7.3%, Harvard Business Review with 5.8%, and AOL Time Warner's weekly Time, which is read by 5.2%.

However, as the survey moved across Europe, differences emerged. Among the the 37,000 senior executives employed in businesses in Poland, Hungary and the Czech Republic, National Geographic was most popular among executives polled, followed by Newsweek.

National Geographic is read by 15.1% of eastern Europe's senior executives. Its closest rival was Newsweek, which is read by 9.3%. Newsweek was much less read in the rest of Europe, read by 4.3% of European business executives.

The FT still fared well in eastern Europe with a 7.2% share of the audience. The Economist also did well with 5.8% and Time with 4.6%.

Of eastern European business executives, 19% were chairmen, presidents, CEOs or managing directors and their average personal income was €45,000 (£28,000).

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