Financial Times to launch series in collaboration with law firm

Posted by Savita Sauvin on March 12, 2010 at 3:20 PM

The Financial Times plans to launch a four-part editorial series, "Deals and Dealmakers," beginning March 18, in partnership with the law firm Mishcon de Reya, MarketingWeek reported. The series is the first publishing project by FT in collaboration with a law firm.

The FT's brand diversification strategies and partnerships are being pursued in hopes they will reduce reliance on traditional display advertising, Ben Hughes, global commercial director of FT, told MarketingWeek.

After the inaugural issue, subsequent supplements will be published in June, September and December 2010. The supplements will also be available online in a special microsite that will be regularly updated, MarketingWeek reported. The site will also include print articles, videos and interactive graphics.

Online advertising initiatives targeting specific audiences will run throughout the campaign, along with a co-branded print marketing campaign in FT-Europe.

Kevin Gold, managing partner at Mishcon de Reya, said that 90 percent of the firm's revenue is from the business world.