The Financial Times has officially been named the most important business read globally across all international media titles, in the recent Global Business Influencers (GBI) survey 2019 by Ipsos.
The GBI survey is a global syndicated media and insight survey that tracks the habits of senior global business executives across media, business, finance, luxury and travel. The majority of GBIs are C-suite, and the most senior business people in companies with 50+ employees. This audience covers around 2.5 million senior business decision makers.
The survey has been running for the last four years covers international and national TV, and print and digital platforms. It is well supported by sponsors across the media industry, including the FT, as well as its competitors.
Respondents are asked to score media brands on seven individual metrics: trustworthiness, authority, influence, the importance for business reading, inspiration/making the user think, enjoyability, integration into daily routine, and uniqueness.
On 24th September 2019, the latest results were released for the GBI survey 2019, and they are as follows:
- The FT has been identified as the most influential business read in Europe, followed by the Wall Street Journal, the New York Times and Forbes;
- The FT his year has been named the most important business read globally across all International media titles, and the same position in Europe for the fourth year running;
- The FT has also been deemed the most trustworthy business read for the second year in a row, and the most influential business brand for the first time (excluding TV and social platforms).
“At a time of huge disruption and challenge for quality media organisations, the FT remains fully committed to the pursuit of agenda-setting, independent journalism. We are delighted to remain an essential read for decision makers around the world.”
Global insight director, Financial Times
What do FT customers say?
We pride ourselves on our reliable journalism and insights, and over 4,000 organisations have utilised an FT Group Subscription to provide this dependable knowledge to their workforce. From global perspectives to news you can count on, FT customers use the FT daily to give them an edge over the competition.
Knowledge should be trusted and readily available
“The FT is one of the most reliable, concise places you can go. […] The media team and business leaders use the FT as you need to know what’s happening, development with clients and it’s a very comprehensive source of information as well as sufficient depth.”
CEO, Ipsos MORI
Vivian Barros, the general manager at Capital Financiero, has deployed the FT throughout her team, to help bolster their decision-making efforts. “The Financial Times is a brand and a product that is not only prestigious,” she says, “but provides intricate and analytical information for decision making.” Capital Financiero is just one organisation who has rolled out the FT to great success.
Getting the global perspective with the FT
The London Stock Exchange has also deployed the FT to their team, and one such reader of the FT is Jon Edwards, the business development manager for Russia and the CIS regions. He uses the FT daily to bolster client conversations: “Whether I’m meeting clients in Moscow or talking to new companies in Astana, I need to keep up to speed with what’s going on, locally and globally,” he says.
“FT.com means I can be confident of accessing timely, relevant and reliable news wherever I am that day.” Getting the global perspective at your fingertips with the FT’s digital offering, through our app and online, allows users such as Jon to have meaningful, long-lasting relationships with his clients.
“FT offers Bingham lawyers in-depth news on business and finance with a global perspective. The information is accurate and reliable. This meshes perfectly with the firm’s own operating platform and its belief that the future holds global change.”
National Director of Knowledge Services, Bingham McCutchen
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This article originally appeared on the Financial Time’s website.