Brendan Spain, VP of Advertising at the Financial Times, Explains Why Print Ad Sales Are Up at the Paper

The notable pink newsprint serves as a natural marketing tool

The paper that stands out on the newsstand is profitable “before an ad goes into the newspaper,” said Brendan Spain, vice president of advertising for the Americas at the Financial Times.

Adweek caught up with Spain at Brandweek late last month, where we chatted about the state of the media industry, what technologies are in place at the Financial Times and how the notable, pink newsprint attracts readers and serves as a natural marketing tool.

U.S. print advertising in the Financial Times is up 18 percent this year, Spain said.

“What we’re seeing, and I think will continue to see, is a flight to quality, a flight to platforms where marketers are more certain that their messages won’t be around places that could be considered fake news,” Spain said.

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