European Business Readership Survey 2004The 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

Source: EBRS 2004 All respondents 431,216

1st

1973 75 78 80 82 84 86 89 91 93 96 98 00 02 04

1st 1st 1st 1st 2nd 1st 1st 1st 1st 1st 1st 1st 1st2nd

EBRS years…

• The FT is regarded as ‘the most important read’ amongst this audience

The Financial Times on EBRS 2004

18%

6%

2%

3%

11%

3%

2%

1%

1%

8%

2%

2%

1%

Financial Times

Economist

Harvard BusinessReview

BusinessWeek

WSJ Europe

Top 500 companies C-suite All respondents

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 Economist2.0%

1.0%

1.0%

3.0%

8.0%

Wall St JournalEur

Int'l Herald Trib

BusinessWeek

Economist

Financial Times

FT.Com

Source: EBRS 2004 All respondents 431,216

The FT is the number one title in Europe

3%

3%

3%

4%

5%

5%

6%

8%

13%Financial Times

Economist

Forbes

Time

BusinessWeek

Fortune

New sw eek

IHT

WSJ 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 FT is also the number one business title on CEBRS reaching 3,063 influential executives

Source: EBRS 2004 All respondents 431,216

9%

10%

11%

24%

27%

33%

34%Financial Times

Times

Daily Mail

Daily Telegraph

Guardian

Economist

Independent

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

Source: EBRS 2004 All respondents UK 99,247

The FT increases its coverage when looking at key senior & high net worth individuals

Purchasing power Purchasing power

C Suite executives - €363bnC Suite executives - €363bnAll execs in International Companies - €425bnAll 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!

• Working for an international company

• C-suite Executives

• High income earners

• Frequent business fliers

• Most important business read

Source: EBRS 2004 All respondents 431,216

The FT reaches more influential individuals on key business targets in Europe

All respondents C suite Executives Make purchasedecisions of €1.5m+

Work for int'l company 6+ Int'l air trips

Source: EBRS 2004 All respondents 431,216

13%

16% 17% 17%

24%

8%

11% 10% 10%

15%

3% 3%4%4%

6%

3%4% 4%

5%

7%

FT Economist WSJEIHT

63%63%

+46%+46% +70%+70% +70%+70%

+60%+60%

The FT reaches more influential individuals on key business targets in the UK

All respondents C suite Executives Make purchasedecisions of €1.5m+

Work for int'l company 6+ Int'l air trips

+3%

+53%

+24%

+38%

+17%

Source: EBRS 2004 All respondents UK 99,247

FT Times

34%

51%

41% 42%

61%

33%

37%35%

34%

40%

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

4.37

21.26

16.43

13.49

12.78

11.41

11.31

9.97

8.24

8.01

4 x Financial Times

7 x Economist

14 x BusinessWeek

21 x Forbes

5 x National Geographic

9 x New sw eek

4 x Time

10 x WSJE

6 x IHT

20 x Scientif ic American

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

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

10 x WSJE

6 x IHT

20.62% $593,432

10% of FT readers read WSJE

45% of Economist readersread the FT

The FT is a unique audience

26% of FT readers read Economist

48% of WSJE readersread the FT

+31%

+13%

0%

+33%

+33%

UPLIFT

FT & FT.Com Integrated offer covers 17% of the EBRS audience

4.0%

4.0%

5.0%

9.0%

2.0%

1.0%

1.0%

3.0%

8.0%

3.0%

3.0%

5.0%

8.0%

13.0%

17.0%

Wall St Journal Eur

Int'l Herald Trib

BusinessWeek

Economist

Financial Times

Combined Website Print

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

Central Europe The FT is the leading business title & leading dotcom & print combination

2.0%

4.0%

6.0%

9.0%

1.0%

2.0%

3.0%

6.0%

6.0%

1.0%

2.0%

4.0%

6.0%

8.0%

11.0%

Int'l Herald Trib

Wall St Journal Eur

BusinessWeek

Economist

Financial Times

Combined Website Print

Users over a four week period

Source: CEBRS 2004 All respondents 39,433

Pan-European TV has low levels of daily reach…

1%

2%

2%

3%

4%

6%

6%

CNBC

Bloomberg

BBC World

Discovery

Euronews

CNN

Sky news

Source: EBRS 2004 All respondents 431,216

Viewed yesterdayViewed yesterday

…when compared to print & online

1%

2%

2%

3%

4%

6%

6%

8%

8%

13%

CNBC

Bloomberg

BBC World

Discovery

Euronews

CNN

Sky news

Economist

FT.com

FT

Source: EBRS 2004 All respondents 431,216

TV viewed yesterday/FT.com last 4 weeksTV viewed yesterday/FT.com last 4 weeks

FT Euroleader

Leading title in France with 54% coverage

18% coverage, Fast Growth in a stable market

Leading business newspaper in Spain47% coverage

Number one business title in Europe & the UK

Advertise in the four Pearson titles and reach over a quarter (115,000) senior decision makers across Europe

23%

22%

34%

27%

C-suite

All respondents Pearson Euroleader IHT Euroreach

IHT Euroreach: IHT, Daily Telegraph, El Pais, Le Monde, Suddeutsche Zeitung

Pearson EuroLeader reaches 48% MORE C-suite Executives than the IHT EuroReach package

FT Euro leader

92527

106030 105257

47824 4806141958

1284816287

19215

0

20000

40000

60000

80000

100000

120000

2000 2002 2004

Financial Times Deutschland has grown by 50% in a universe that has only increased by 14%

Source: EBRS 2004 All respondents Germany 105,257

• 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

ReadersReaders

+50%+50%

-12%-12%

+14%+14%

The power of the FT brand in Europe

Which would fill 5,900 Which would fill 5,900

Jumbo jets Jumbo jets

WSJE680,000 1498

FT readers & users have taken 2.7million

business flights

Economist1.4million3084

They have spent have 1.1million nights in hotels

Which would fill every Which would fill every room in the room in the Paris Hilton Paris Hilton

for the next 7 yearsfor the next 7 years

WSJE267,0001.5 years

Economist600,0003.5 years

And have a combined salary

of €10billion

Which is the equivalent Which is the equivalent of the GDP of Iceland 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 Which would buy you 64,000

Mercedes S Class Mercedes S Class

WSJE€695million15k cars

Economist€1.4billion30k cars

And are responsible for

making purchase decision worth

€174billion

Which is the equivalent Which is the equivalent

of the GDP of Greeceof the GDP of Greece

WSJE€40billion

Economist€91billion

They have spent €61million on

watches

Which would buy you Which would buy you 10,000 Rolex Oyster10,000 Rolex Oyster

WSJE€19million3167watches

Economist€34million5667watches