Aided by Weber Shandwick, the media company first promoted the March 19 launch of the beta site to selected broadcast outlets and blogs in both the US and UK, said Jennifer Risi, EVP of the Global Strategic Media Group at WS. The company then contacted technology and financial titles, as well as advertising, marketing, and branding trade publications, she said.
FT initially targeted technology outlets to gain feedback that could help improve the site, said John Greenleaf, CMO of FT Search.
“The reason [for the media outreach strategy] was that we were using that as a clear way to understand the site and to be able to take that feedback and make the site better,” he said.
FT Search is trying to attract a primary audience of business and financial analysts, and a broader secondary audience of business professionals, said Greenleaf.
The company is promoting the site as a search tool that better classifies results for financial professionals, including sorting them by tone and type of outlet, Greenleaf adds.
“It gives the ability to understand relationships relevant to today's news and today's business news, as well as an understanding of today's news and events in a way that we don't feel that anyone else is providing,” he said.
Events will take place when the alpha site is announced, the date of which has yet to be determined, said Greenleaf.
The media company is working only with WS on the effort, which is using the tagline, “the business-only search site,” he said. Its budget is undisclosed.