FT offers content to Yahoo to help grow its brand in US

NEW YORK: As part of an effort to expand its reach, the Financial Times (FT) has begun providing content to Yahoo Finance, the most popular financial-services site on the internet.

NEW YORK: As part of an effort to expand its reach, the Financial Times (FT) has begun providing content to Yahoo Finance, the most popular financial-services site on the internet.

Under the partnership, the international business newspaper will provide the site with dozens of telecom, IT, and financial-services stories, as well as a daily analysis. Despite Yahoo's broad appeal, the new venture's goal is in keeping with the FT's strategy to push the brand on senior business leadership.

"We're just trying to grow our brand and audience in the US," said Jolie Hunt, the FT's North American PR director. "Yahoo Finance is a good partner for that. We're trying to appeal to senior leaders in globally minded organizations. We're not trying to become a mass product."

The newspaper has a circulation of over 480,000, while its website, with 3.8 million unique users and 65 million page views, is the leading audited business news site. Yahoo Finance, by contrast, has more than 9 million users, according to recent figures from Nielsen/NetRatings. The Yahoo site features a broad array of financial news and company and industry information.

Recently, the FT, identified by its salmon-colored pages, has been aggressively expanding its reach in North America. Earlier this year, the Pearson-owned newspaper opened two plants here, and kicked off a consumer ad campaign.

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