FT lets luxury brands spend it online

FINANCIAL TIMES    ONLINE    NEWSPAPERS

Regional - The Financial Times will officially launch a standalone website for its How To Spend It magazine aimed at offering high-end advertisers a platform to communicate online.

The website launch will coincide with the 15th anniversary of How To Spend It, which Dominique Moseley (pictured), magazine and luxury publishing director for the FT, said aims to showcase a new approach to digital content.

He said the availability of Adobe Flash 10 has made it possible to roll out a web platform that can translate the voluptuous feel and experience of the glossy magazine to an online environment.  

Moseley said the advertising challenge for howtospendit.com was to provide formats large enough and sophisticated enough for luxury brands to look as good on the screen as they do in print. 

The ad formats that will be made available for luxury marketers include contextual display advertising that will be served based on the CPM model, microsite brand hubs to facilitate deeper conversation with readers and sponsorship launches.

Launch sponsors that have signed up include Rolex, Krug and Harry Winston.

How To Spend It editor Gillian de Bono will head up the Howtospendit.com editorial team.

The company has also partnered with digital agency Razorfish to manage design of the site. 

Moseley said the global recession have caused some marketers to become "considered buyers" as brands go back to their core values and reexamine the different forms of communication strategies. 

He added that the website delivers rich content that enables brands to engage in deeper conversations with readers. 

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