FT revamps print edition for the digital age

The Financial Times has unveiled a refreshed design which gives the pink newspaper a consistent look across all editions. The newspaper has been redesigned for what it called the modern reader, who "consumes journalism in a variety of formats and values the editorial judgment and serendipity of a newspaper."An FT spokesperson told Marketing the redesign does not signal the move to a single global edition, originally flagged by editor Lionel Barber in October last year.While the overall look and feel of the newspaper will be consistent globally, regional editions will continue to carry their own specific advertisers. The aim of the redesign looks to link the newspaper closer to its digital publishing schedule.In a statement, the FT said Barber said the refreshed newspaper complements FT.com and other channels, providing the definitive global perspective on what readers need to know each day. "The new FT has visual impact and is easy to navigate, highlighting trends and providing original news, insight, analysis and context."Other major changes include a new custom typeface, new colour graphics and data that translate seamlessly between print and digital formats. A new-look front page will also allow easier navigation of the issue as will an index that lists companies, sectors and people mentioned in the companies section.FT CEO John Ridding added that the investment underscores the company's confidence in the unique and lasting value of print, which he said was profitable on its own before advertising. "It is an important part of our multi-channel offering for many readers, who increasingly consume FT journalism in multiple formats. This refresh provides our audience more value and choice."The refresh is accompanied by a global brand campaign, developed by Adam&EveDDB.