Well, perhaps you cannot deny the fact that it has become part of their global branding. Today, it has successfully become an icon to the world business subscriber and news stall owners. Try going to the news stand, tell the stall owner, I want that light orange paper, there you go... I'm sure he knows the lingo...
BUT the FT is more than just being a nice branded media. It really delivers the critical business information with it's well planned layout. Let me give an simple overview with Asia Edition.
The business paper always starts with a nice sub-header below their Financial Times logo, featuring the top story for the day. The sub-header is divided into 2 parts - A punchy line on an analysis feature as well as a comment column. This feature helps to create impact and arouse the reader's interest, thereby enhance the information value of the paper.
Next, you have a nice News Briefing on the left most column, providing you quick bites around the region. A 2 - 5 column spread of cover story beside the column, usually with a strong imagery illustrating the story and finally a most right column featuring some short views.
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