City AM claims to have more readers in the City than FT

Free London newspaper City AM, which launched three months ago, claims it has more readers than the Financial Times within the City and Canary Wharf.

Research carried out by NOP and based on a sample of more than 500 people shows that 16 per cent of workers in these areas read City AM, whereas only 12 per cent read the FT.

Separate research carried out by City AM itself involved 800 readers, who signed up online to give their comments. According to chief executive Jens Torpe, formerly an executive at Metro International, more than 60 per cent of those readers claimed they do not read The Times, The Daily Telegraph or the FT. Torpe says this makes City AM an attractive proposition to advertisers.

Torpe says: “The average age of our readers is 37 so they are younger than those who read the FT. For our readers, accessibility is the key factor; people like the short, condensed news stories in our 24 pages that provide a good overview of all the latest in business news.”

Torpe says young readers with less time on their hands prefer to absorb shorter stories that summarise the business news, rather than read the longer stories in the FT and other newspapers which they find “more challenging”.

He adds: “They get their brief overview from City AM, much as commuters do with Metro, and then use the internet to follow up stories of interest throughout the day.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here