FT to launch text voucher campaign to target young readers

by Joe Lepper, Brand Republic 07-Dec-06, 07:00

LONDON - The Financial Times has teamed up with south-east of England newsagent chain Martin McColl to offer consumers mobile phone vouchers entitling them to free copies of the paper.

Those living in the area covered by Martin McColl are being targeted by phone and in-store, to take part in the offer, with the Financial Times particularly keen to attract younger readers and university students.

Those who accept the voucher, which is made available as a text message, can pick up free copies of the paper for two weeks. The voucher is validated through mobile phone top-up terminals and the electronic payment system e-pay.

Martin Ashford, Financial Times UK consumer sales director, said: "Our readers value efficiency and convenience and this new scheme with Martin McColl offers just that.

"We're constantly looking for ways to make buying the paper easier and we're pleased to be launching this innovative scheme, which I am sure will prove a success with customers."

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