Market morning. It has carved out English journalism in Sri Lanka has been poorly nearly 40% of the total daily represented in the last decade, plagued by a English readership in Sri Lanka. glaring absence of quality reportage and high The avowed objective of its production values – this, despite the existence management is to continually of a relatively large number of publications in improve the quality of reporting the marketplace. Given the volatile nature of and raise production values, politics in the country, most English and with an eye on increasing its regional-language newspapers have focused market share. their editorial energies on political developments, giving short shrift to other Achievements aspects of news. Against such a background, The greatest achievement of objective financial reporting has been the first the Financial Times is, perhaps, casualty. that it has established itself as a This is the wrong that the Financial Times of unique, well-designed, innovative the English-language newspaper, the Daily Mirror, business section within a period has attempted to right. Going into print as an of five years since conception. It independent business section on September 2nd is the first newspaper to break 2002, it took tentative steps as it endeavoured with tradition and not print in to check the pulse of the people. After black and white.The pink colour extensive research and analysis, the Financial that it sports makes it stand out Times confidently took wing and fitted snugly on news-stands, giving it a into the niche of an objective financial-news distinct stature and immediate section, with a pleasing layout and crisp recognition that is the envy of reporting on the movers and shakers in the its competitors. corporate world. As the business section of a Despite the presence of daily newspaper that had already established business sections in long- impeccable credentials, the Financial Times standing rival publications, the decided to cater to the diverse needs of a Financial Times stands out for modern, educated English-speaking business strong editorial content and community that had access to high-quality independent views. Its in-depth foreign newspapers and magazines – and thus economic analysis and sectoral appreciated its ambitious aims. case studies have rendered it Today, the Financial Times has captured the the ultimate authority in imagination of its target audience, providing its broadsheet business journalism sophisticated readers with an extensive in English. coverage of the business world each and every History The early version of the Financial Times encompassed a simple three-page some of the hardest business stories to hit Sri segment in the Daily Mirror, while the Lanka’s corporate corridors in recent times. latter was still a tabloid. Once the In addition, a new initiative has been its main newspaper generated sufficient extensive coverage of local markets, in addition interest and recognition on its own, it to the Colombo Stock Exchange and the Dow harnessed this enthusiasm to forge Jones, as also market activities relating to the ahead by making its business section a bond market – all of which have endeared it to separate pull-out called the Financial a vast legion of readers.The Financial Times Times. offers comprehensive business news in its eight Popularly known as FT, the Financial pages and has come to be known for Times of the Daily Mirror has come a consistency in the quality of its reportage. long way since its early beginnings. Printed and published by Wijeya Product Newspapers, it draws deep inspiration The Financial Times delivers a wide array of from the forward-thinking vision of the industry-segmented articles through its pages. Its group, to create an independent English editorial is designed to cater to all segments of newspaper that is fearless and objective. industry, to extend its reach even farther.The The group also publishes Tamil and Sinhala newspaper covers issues of finance and the newspapers. economy, ranging from ports, taxation, tourism, The pages of the Financial Times speak exports, imports, banking, and currency volumes for its coverage of various industry exchange and performance. It also assesses segments involving business features that banking and financial-sector performance. cover a cross-section of the business Keeping in mind the significant contribution the community, from multinationals to street tourism industry makes to the state’s coffers, vendors.The popularity it has gained across a the Financial Times carries articles on travel and broad spectrum of industries is wide and tourism highlighting new developments, provides opinions expressed in its pages impact heavily data on current trends and tracks the on the markets.The Financial Times has stood performance of the travel industry. Occasionally, tall among its competitors, having scooped a business supplement invites eminent corporate personalities to express their opinions on pressing economic issues, in a bid to influence policy-makers to make informed decisions. In another segment, it also covers the automotive and aviation industries, featuring new brands that enter the local market, and other innovations and developments in the international arena.The vibrant telecommunications industry in Sri Lanka offers regular news that is of interest to readers, and the paper features related progress and developments. Shipping news, which is usually given scant attention in rival publications, gets due recognition in the Financial Times, and its progress and development are mapped out regularly. In a bid to be the eyes and ears for the country’s corporate set, the Financial Times features a centre spread dedicated to international news from around the globe that is relevant to Sri Lanka. Economic booms and busts in foreign markets, global stock-market performance and other economic repercussions are discussed and analysed in depth. News, views and interviews by foreign corporate heavyweights give this section a truly international feel. Recent Developments Some developments that have transformed the Financial Times into a better and improved Financial Times, through the version involve the presentation of news itself, Wijeya Group’s own publications. stemming from a concerted effort being made The Financial Times has developed a strong to provide rounded viewpoints, with an vision for Corporate Social Responsibility. It was emphasis on interviews. By providing a glimpse actively involved as a media partner to collect of the articles it carries in each edition, by funds for the Wijeya Tsunami Fund, which highlighting quotes and blurbs, the Financial donated medicines that were needed for relief Times has succeeded in raising interest amongst efforts during the post-tsunami period, provided its readership. scholarships for tsunami-affected children and The double-spread on international news has equipped a library for disaster victims at the become popular thanks to its wide coverage of Rohana Maha Vidyalaya, Ahangama. what’s happening in the business world, both regionally and globally, in all sectors.This is Brand Values complemented by a healthy dose of interviews The Financial Times has built a reputation for and titbits of interesting information. In addition, publishing news and information rapidly, the inclusion of a weekly and daily update on accurately and responsibly. It has also become a bond-market news and developments has colourful and indispensable ingredient in the enhanced the profile of its Markets page. One lives of the English-language reading public of Sri of the most anxiously awaited features – Vis-à- Lanka. A supreme effort has, indeed, been made Vis – appears every Wednesday in the form of a by the Financial Times to provide high quality weekly interview on issues impacting a specific through modern printing machines, world-class industry and what action needs to be taken. presentation and ancillary facilities.The Financial Times has become the preferred business Promotion newspaper for opinion makers who desire Since its inception, the Financial Times adopted a business updates, news features, and stance of being different to its rivals – and so, its comprehensive coverage of local and pink colour heralded the makings of a force to international business news. be reckoned with.To familiarise corporates and business personalities with its content, it began www.dailymirror.lk/ft sponsoring events such as seminars, talk shows and fora that involved interactive sessions targeting a broad cross-section of the state and THINGS YOU DIDN’T KNOW ABOUT private sectors.This has helped increase awareness of the Financial Times among top FinancialTIMES corporate clients, both locally as well as globally. After proving its mettle, the Financial Times The newspaper is printed in Colombo became the preferred choice as print-media and delivered to the provinces through partner for high-profile professional and its provincial edition, offering readers business events such as CIMA’s and ACCA’s islandwide access to events in the annual awards, amongst others. It also played a commercial capital and elsewhere. major role as the financial section of the official Its second edition goes into print at newspaper for the inaugural Chillies 2006 ad- 11.00 p.m., while the first edition – industry awards.The presence of the Financial which is dispatched to the provinces – Times has been felt at such prestigious events. goes into print at 6.30 p.m. The publication employs professional tools such as market research and customer analyses A specialist graphics section ensures with the help of research firms, on an ongoing that the Financial Times can go the extra basis, to assess structural changes in the mile to deliver up-to-date and marketplace and anticipate emerging trends. A informative graphical representation of major TV and radio campaign was launched in facts and figures. 2006 to promote the Daily Mirror, including the

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