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How coverage in the Financial Times really works

The FT does not sell editorial coverage. Its journalists are approached with news, data and expert comment; its commercial side sells advertising and clearly labelled paid partner content, which readers can tell apart at a glance. Anyone who promises you an FT editorial feature for a fee is describing something that does not exist.

The routes, in the order they usually work

1. Expert comment. The most common first appearance: a specialist quoted on their own sector when the story of the day touches it. It depends on a spokesperson who can answer in plain, checkable sentences at short notice.
2. News and data. A genuine development — funding, results, a significant hire, a report with original numbers — pitched to the right desk or correspondent, timed to the news cycle.
3. Letters and opinion. The FT runs reader letters and a small number of outside opinion pieces. Short, argued and specific wins; a pitch that reads like an advert does not.
4. Paid partner content. Labelled as paid, bought through the commercial team, expensive, and not editorial. Useful for some campaigns, never a substitute for a news story.

What FT journalists look for

• First-hand data they cannot get elsewhere, with the workings available.
• Named senior people willing to be quoted on the record.
• Timing: a story that lands when the subject is already in the news.
• Claims that can be checked. Superlatives are cut; numbers survive.

Our part is honest: we do not promise FT editorial coverage, because nobody can. We prepare the story, the data and the spokesperson, pitch the right desk and tell you the odds up front. Alongside it we secure guaranteed coverage in financial titles from our partner inventory, so the campaign has a floor while the FT pitch runs.

Written by the United Press editorial team, 4 October 2026.