FT top among Europe's business elite

LONDON - The biggest daily, weekly, online and broadcast media brands in the lives of Europe's business elite are the Financial Times, The Economist, Harvard Business Review and Sky News respectively, according to the 2009 BE: Europe survey.

FT: most important business read in BE: Europe survey
FT: most important business read in BE: Europe survey

Pearson's Financial Times was the only pan-European daily newspaper to increase its print readership among the select group, in the 12 months to August.

The newspaper achieved a 2% lift in its average issue readership within BE: Europe's 455,947 senior business executives, to command a 14.7% share.

Elsewhere among the dailies, print readership was slightly down across the board, with second-placed Wall Street Journal Europe taking 2.4%, International Herald Tribune, 1.7% and USA Today, 1.6%.

However, loss of print readership for the brands was offset by increased traffic to their respective websites, led by a 23% rise for WSJ.com; a 20% lift for IHT.com; and a 17.5% rise for the FT.com. The site for USA Today was not included in the survey.

In addition to being the most widely read publication, the FT was also viewed as the most important business read in the survey - with a 20% uplift in readership year on year.

The weekly print sector, led by The Economist, proved more resilient than dailies, with no brand recording drops, suggesting increased web activity is still not able to replace the weekly staples of analysis, features and comment.

The Economist remained stable with a 12.3% share, while readership for Time, Business Week and Newsweek were all up year on year, to 7%, 4.7% and 4.5% respectively.

There were also were increases in readership among the monthly titles across the 17 countries included in the survey.

Market leader Harvard Business Review (9.4%), National Geographic (8.5), Euromoney (2.7%), Bloomberg Markets Magazine (2.6%) and Institutional Investor (1.6%) all posted rises, while Scientific American remained static with a 1.4% share.

In the fortnightly titles, Forbes closed the gap on Fortune, with each taking 2.8% and 3.2% accordingly.

The BBC's website continues to have the largest reach (21.4%), followed by FT.com (12.5%), CNN.com (8.7%) and Sky News (7.8%). But the same brand rankings are flipped when it comes to TV daily reach across Europe, with Sky News (6.3%) leading CNN International (4.2%), Discovery Channel (4%) and BBC World News (3.3%)

BE:Europe has been running for 35 years and gathers opinion on media and marketing from some of Europe's most powerful business people. Sixty percent of respondents are classified as C-suite and all have an average personal income of €161,019.

 

 

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