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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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….

13. 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….

14. 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

15. 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

16. 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

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

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

19. 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 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

20. 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 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

21. 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

22. The power of the FT brand in Europe
Which would fill 5,900
Jumbo jets
WSJE 680,
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, years
Economist 600, years
And have a combined salary of €10billion
Which is the equivalent of the GDP of Iceland
WSJE €2.4billion
Economist €5.2billion

23. 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