European Business Readership Survey 2004 The Media Survey of Europe’s Business Elite

EBRS EBRS is a survey covering the top 0.2% of the European working population 138,000 C-suite Executives 3,300 Senior executives in FTSE top 500 companies Combined income of €43 billion The same as Bill Gates’ fortune Purchasing power of €815 billion The same as the GDP of Canada €502 billion is spent on IT 3.9 million business/ club class air trips every year Which would fill 8,590 jumbo jets €14 billion on cars Which would buy 300,000 Mercedes S class

EBRS… The definite article since the 70’s …IS NEW & IMPROVED FOR 2004 Including measurement of use of international & local websites, with frequency of use for the first time Also with pan-European & local TV data New information on senior executives within the FTSE top 500 companies Stable universe over time giving consistent, reliable information What information should you look for on EBRS? Senior job titles and responsibilities Purchasing power for key sectors such as IT, Telecoms, Financial Services Business travellers Personal investments Automotive

The Financial Times on EBRS 2004 The FT is the NUMBER ONE business title in Europe & in the UK for the 13th survey The number one daily business title in Continental Europe & Central Europe 1st 1973 75 78 80 82 84 86 89 91 93 96 98 00 02 04 2nd EBRS years… Source: EBRS 2004 All respondents 431,216

The Financial Times on EBRS 2004 The FT is regarded as ‘the most important read’ amongst this audience The FT is considered to be the most important business read by three and a half times more C-suite executives than its nearest competitor the Economist, and fifteen times more than the WSJE Source: EBRS 2004 All respondents 431,216

The Financial Times on EBRS 2004 FT.com is the most visited business website across Europe in a four week period FT.com has 34,291 users in a four week period One ad in the FT & one ad in FT.com reaches 72,436 senior executives across Europe, 88% MORE than the nearest competitor, the Economist Source: EBRS 2004 All respondents 431,216

The FT is the number one title in Europe One issue of the FT delivers 56,517 senior businessmen The FT is read by more readers than the IHT, WSJE and Newsweek who reach 40,407 businessmen The Financial Times continues to be the best read publication across Europe. Handelsblatt has a coverage of 14% and FAZ 13%. The Economist is read by 9% of respondents. This is followed by National Geographic and Harvard Business Review with a coverage of 8%. BusinessWeek and Time both reach 5% of respondents. This is the first time Forbes has been included on the survey and it has achieved a score of 4%. The FT is also the number one business title on CEBRS reaching 3,063 influential executives Source: EBRS 2004 All respondents 431,216

The FT is also the number one business title in UK One issue of the FT delivers 33,830 senior businessmen The FT is read by more readers than the Daily Telegraph & Economist who reach 33,743 businessmen The Financial Times continues to be the best read publication across Europe. Handelsblatt has a coverage of 14% and FAZ 13%. The Economist is read by 9% of respondents. This is followed by National Geographic and Harvard Business Review with a coverage of 8%. BusinessWeek and Time both reach 5% of respondents. This is the first time Forbes has been included on the survey and it has achieved a score of 4%. Source: EBRS 2004 All respondents UK 99,247

The FT increases its coverage when looking at key senior & high net worth individuals Working for an international company C-suite Executives High income earners Frequent business fliers Most important business read Purchasing power C Suite executives - €363bn All execs in International Companies - €425bn Executives working in international companies spend 43% on their motors more than those in non international companies…. ….they also take 275% more business air trips every year! Source: EBRS 2004 All respondents 431,216

The FT reaches more influential individuals on key business targets in Europe Economist WSJE IHT 13% 16% 17% 24% +60% +46% +70% +70% 8% 11% 10% 15% 63% 3% 4% 5% 7% 3% 4% 6% Source: EBRS 2004 All respondents 431,216

The FT reaches more influential individuals on key business targets in the UK Times +3% +53% +24% +38% +17% 34% 51% 41% 42% 61% 33% 37% 35% 34% 40% Source: EBRS 2004 All respondents UK 99,247

What can you buy for $200,000? An advertiser would pay double or triple the cost to reach the same senior businesspeople as the FT Based on one half page mono in newspapers, one full page mono in magazines An advertiser using the Economist & the WSJ will miss out on 69% of the FT’s readers. That’s 39,125 senior executives with combined spending power of €93 billion But what about the issue of cost? It is not enough to have the best read, most highly regarded publication across Europe if the advertising costs are excessive. $200,000 would buy you a huge range of insertion levels in some of the key international titles. These range from a high of 21 black and white pages in Scientific American down to 4 in the FT or the National Geographic. But, those insertions will buy you very different levels of coverage….

What can you buy for $200,000? An advertiser would pay double or triple the cost to reach the same senior businesspeople as the FT Titles Cov% Cost 4 x FT 21.26% $196,000 10 x WSJE 7 x Economist 24.67% $396,150 20 x Sci. American 6 x IHT 20.62% $593,432 But what about the issue of cost? It is not enough to have the best read, most highly regarded publication across Europe if the advertising costs are excessive. $200,000 would buy you a huge range of insertion levels in some of the key international titles. These range from a high of 21 black and white pages in Scientific American down to 4 in the FT or the National Geographic. But, those insertions will buy you very different levels of coverage….

26% of FT readers read Economist 10% of FT readers read WSJE The FT is a unique audience 45% of Economist readers read the FT 26% of FT readers read Economist 48% of WSJE readers read the FT There is a high level of duplication between people who read The Economist and Wall Street Journal and those who read the FT. Over half of FT readers read the FT and almost two thirds of Wall Street Journal readers are also average issue readers of the FT 10% of FT readers read WSJE

FT & FT.Com Integrated offer covers 17% of the EBRS audience UPLIFT +31% +13% FT.com has 34,291 users in a four week period One ad in the FT & one ad in FT.com reaches 72,436 senior executives across Europe, 88% MORE than the nearest competitor, the Economist 0% +33% +33% Source: EBRS 2004 All respondents 431,216

Central Europe The FT is the leading business title & leading dotcom & print combination Users over a four week period Source: CEBRS 2004 All respondents 39,433

Pan-European TV has low levels of daily reach… Viewed yesterday Source: EBRS 2004 All respondents 431,216

…when compared to print & online TV viewed yesterday/FT.com last 4 weeks Source: EBRS 2004 All respondents 431,216

FT Euroleader Leading title in France with 54% coverage 18% coverage, Fast Growth in a stable market Leading business newspaper in Spain 47% coverage Pearson titles have also performed well on EBRS 2000. Les Echos is the leading title in France with a coverage of 70%. FT Deutschland which was launched just two weeks before the start of fieldwork has achieved a very respectable 14%. And Expansion is the leading business title in Spain with a 55% coverage Number one business title in Europe & the UK

FT Euro leader Advertise in the four Pearson titles and reach over a quarter (115,000) senior decision makers across Europe Pearson Euroleader IHT Euroreach Pearson titles have also performed well on EBRS 2000. Les Echos is the leading title in France with a coverage of 70%. FT Deutschland which was launched just two weeks before the start of fieldwork has achieved a very respectable 14%. And Expansion is the leading business title in Spain with a 55% coverage Pearson EuroLeader reaches 48% MORE C-suite Executives than the IHT EuroReach package IHT Euroreach: IHT, Daily Telegraph, El Pais, Le Monde, Suddeutsche Zeitung

Financial Times Deutschland has grown by 50% in a universe that has only increased by 14% Readers A fifth of C-suite executives in Germany read FTD Over a quarter of people who are frequent business fliers (6+ international air trips) read FTD Three out of ten Senior Executives working in finance read FTD +14% -12% +50% Source: EBRS 2004 All respondents Germany 105,257

The power of the FT brand in Europe Which would fill 5,900 Jumbo jets WSJE 680,000 1498 FT readers & users have taken 2.7million business flights Economist 1.4million 3084 They have spent have 1.1million nights in hotels Which would fill every room in the Paris Hilton for the next 7 years WSJE 267,000 1.5 years Economist 600,000 3.5 years And have a combined salary of €10billion Which is the equivalent of the GDP of Iceland WSJE €2.4billion Economist €5.2billion

The power of the FT brand in Europe FT readers & users have spent €3billion on cars Which would buy you 64,000 Mercedes S Class WSJE €695million 15k cars Economist €1.4billion 30k cars They have spent €61million on watches Which would buy you 10,000 Rolex Oyster WSJE €19million 3167 watches Economist €34million 5667 watches And are responsible for making purchase decision worth €174billion Which is the equivalent of the GDP of Greece WSJE €40billion Economist €91billion