Gillian de Bono, editor for the title both off and online, has long recognised the need for an online presence beyond the digital edition on the FT site, she told Journalism.co.uk.
But the team has taken its time to develop a suitably 'sophisticated format', she said: a site with 3D viewing format and, as described in its launch publicity material, 'innovative page scrolling and effortless browsing'.
"That was the challenge really in the last two years, to come up with something that takes a glossy indulgent magazine read onto a website: that carries across that feeling of luxury and indulgence," said de Bono.
"We use exactly the same calibre of writers, illustrators, photographers, production team and designers."
Content is 'carefully commissioned' so that the team 'don't dilute core values of magazine', she added.
It's a 'wonderful opportunity' for her staff to learn new skills, she said: now they must prepare regular content for the website, as well as for the print edition, which comes out with the FT Weekend paper 28 times a year.
The mistake some magazines make, she said, is to hire a parallel team for the online offering: "I think that's a dangerous route."
Its approach to advertising will also be carried across, she said: the print magazine carries a few quarter and half pages 'but not very many'; online, they also have a 'very specific policy': "We don't have any banner advertising, or that brash pop-up experience."
Rolex, Krug and Harry Winston are all launch sponsors, with the choice of 'microsite brand hubs' and a 'range of display options'.
But the site will be open and free, she said. Although she is 'not ruling out' paid-for content down the road, for now it will site outside of the Financial Times' pay wall.
"The important thing for launch is to get it to as many people as possible - just to get it out there and talked about. Our launch business plan is that all content is free but websites have to evolve - more quickly than print media," said de Bono.
Being a high-end product has actually helped the title weather the recession, she claimed, with advertisers looking to a well-known brand when times got tough: "People say it's dangerous to launch a website dedicated to luxury lifestyle when we're in a recession, but you have to say look to the demographic: for FT readers it is very high."
The majority of readers fall into A and B social classes, but mostly A, she added.
The fact that readership for the weekend paper has risen by 12 per cent in the last year was indicative, she said, 'that there is still interest form very wealthy, affluent and discerning readers for this kind of material'.
While the magazine's own readership is impossible to measure, FT Weekend circulation goes up 'significantly' in the weeks when it comes out, De Bono said.
"We've actually weathered the recession remarkably well. Of course, everyone has seen an [advertising] drop off but I'd say we've suffered much less," she said.
"The magazine has been resilient and if we can be resilient in a year like this we're very optimistic about the future."
Social media will be a natural extension for the site down the line and a mobile site is on the post-launch wishlist: there is 'a lot to look into over the next six months', she said.
How To Spend It Features:
- Van der postings - Lucia van der Post rejoining the magazine as columnist and posting thrice weekly updates exclusive to howtospendit.com
- The Aesthete - extended interviews beyond those available in print
- Technopolis TV - weekly video bulletins by Jonathan Margolis featuring gadgets and technology
- The Reconnoisseur - daily 'insider intelligence'
- Gift Guide to launch in November, featuring high-end products
- Multimedia - videos, including 'behind-the-scenes' content
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