The section will initially be sponsored for three months by London-based investment firm Candover, and has been designed by interactive communications agency WARL Evolution.
"FT.com didn’t previously have a private equity section, so Candover’s sponsorship gives them the opportunity to trial specialised editorial content," said Neil Bedwell, project manager at WARL Evolution.
Private equity is the name for the industry that provides finance and expertise to buy and sell businesses.
The section is free to use, and FT.com has full editorial control of all content.
Mr Bedwell told dotJournalism that Candover and FT.com had responded to the growing interest in private equity triggered by the growth of the financial markets.
"For Candover, from a brand awareness and response angle, a fixed association with the content of a recognised and respected media brand is more valuable than straight advertising," he told dotJournalism.
"Private equity is a specialist area, so visitors to this section represent very tight targeting and an efficient spend of the marketing budget."
See also:
http://www.journalism.co.uk/profile4.html
http://news.ft.com/servlet/ContentServer?pagename=FT.com/Page/GenericPage2&cid=1059479713675
http://www.brandrepublic.com/digitalbulletin/news_story.cfm?articleID=190384&Origin=DB22092003
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