Initiatives sporting the new identity will be launched through advertising and inserts in the Financial Times and other publications starting this month.
A retail campaign will also kick off in January with branded point of sale materials in three major British cities and a PR campaign will run throughout the year.
The Investors Chronicle is a weekly magazine for private investors published by the Financial Times Group. The aim of this year’s marketing push is to target a “new generation of wealthy private investors”. Activity will aim to generate new subscriptions to the weekly magazine and online subscriptions to IC Advantage, as well as retain existing readers through direct mail, e-mail and alerts.
Caroline Halliwell director of brand & B2B marketing at the Financial Times says: “The marketing campaign has been created to highlight the Investors Chronicle’s track record of expertise as well as its position as an effective route to reach the UK’s most successful investors. It remains a very important media choice for advertisers a century and a half on.”
Jonathan Eley, Investors Chronicle editor, adds: “Our readers have numbered some of the country’s most successful private investors for the past 150 years – but there is scope to provide hints and tips to a new generation. FT research shows that nearly 40% of people are taking more care of their money now than they did prior to the credit crunch.”
Editorial in 2010 will showcase content across the whole investment spectrum, from stocks and shares to derivatives, bonds and funds. Journalists will also interact with readers through new blogs, Twitter and a major portfolio analysis competition.