The Financial Times is to fight declining domestic circulation by giving away books - a tactic more commonly associated with its down market
peers.
Every Monday for six weeks from January 16, the London-based newspaper will hand out to its readers in Britain a free compact book with every copy, it said in a statement.
The move mimics the recent practice by a series of other British newspapers of giving away free gifts as a marketing drive.
The Financial Times's gifts will be condensed editions of business books, starting with a title about Apple founder Steve Jobs. Subsequent books will chronicle the successes of, among others, Ryanair, investment guru Warren Buffet and British retail billionaire Philip Green.
The Financial Times's British circulation has fallen to below 100,000 from over 160,000 in 2000, although it sells more than 400,000 copies a day worldwide.
