Subscribers to the new service, Lex Live, will receive six emails a day with market updates and commentary, including the four Lex columns from the UK, US, Europe and Asia editions of the Financial Times before they go to press.
The launch of the new email version of the column will be backed by an integrated marketing campaign, which is running for a fortnight from November 10. The first above-the-line activity for the Lex brand features posters at 17 London Underground stations around the City.
The campaign also includes press and online ads in the FT newspapers and on , and emails and screen savers targeted at the City audience.
Delaney Lund Knox Warren & Partners is the creative agency for the Lex campaign, with BJK&E handling media planning and buying.
FT.com is warning those who currently receive its headline email alerts that it will be scrapping the free service from Monday November 17, and the enhanced version will only be available to subscribers.
Lex writer Thorold Baker has been promoted to deputy editor of the column to work with editor George Graham, who leads a team of seven in London. Louise Lucas joins the Lex team as the first dedicated writer to cover Asia.
FT.com editor Tracy Corrigan said: "Lex is the global business column that matters and, by the expanding the Lex Live service and providing real-time comment and analysis on UK, European, US and Asian business and markets issues, we'll be offering FT.com subscribers unique, insightful and unmissable analysis throughout the day."
The Lex column was started in the 1930s by Hargreaves Parkinson, who went on to become the editor of the FT. The origin of the name is not known, but it may come from the Latin aphorism "De minimis non curat lex" -- the law is not concerned with trifles.
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