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Looking to carve new niches

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The Financial Times in March named Gavin Daly financial publishing director. Daly is responsible for financial advertising, content and event revenue across FT's print and online products. Prior to joining FT, Daly was co-managing director at Money-Media.com, a website targeting money managers, that FT acquired in January 2008. Media Business: What are your initial plans to boost financial advertising? Gavin Daly: We have to have [all] our products get our audiences relevant information when, where and how they need it, whether that's [via] the daily newspaper, mobile, events or sponsorship opportunities. What you do see with advertisers across media today—and particularly in financial advertising—is that people want demonstrated audience engagement, and that's something we're trying to illustrate to people. We're trying to grow audience engagement, and we're doing that in ways where we can specifically target focused groups of readers for the advertisers that want to reach them. MB: How do you plan to create new revenue streams from financial advertising for the print product, including integrating packaging? Daly: There are some products here that we can really focus on because they do have the niche audiences that our advertisers are looking for, such as FTfm, (which covers the fund management sector and is a weekly supplement to the newspaper). We also have a lot of publications that reach the affluent audience, Investor's Chronicle and FT Wealth (a quarterly supplement).
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