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Elaph launches How To Spend It Arabic, in association with Financial Times

Left to right: Sargon Isaac. Personal Assistant to Publisher and Editor-in chief of Elaph. James Lamont – Director – Strategic Partnerships – Financial Times. Othman Al-Omeir – Editor-in-chief of Elaph Nicholas Claxton – COO of Elaph. James Lund – CFO – Financial Times. Alexandra Calinikos – Corporate Development and Strategy Director. John Halton – Assistant General Counsel – Financial Times. Axel Franzen – Corporate Development and Strategy Associate.

Elaph, the independent online newspaper, has signed an agreement with the Financial Times to produce the FT’s luxury magazine, How To Spend It, in Arabic, under licence. This marks the first time the FT’s HTSI journalism will be available in Arabic, opening the door to a new audience across the Middle East and North Africa. HTSI Arabic will be distributed in the United Arab Emirates, Saudi Arabia, Qatar, Bahrain and Kuwait as well as in Egypt and Morocco. It will also be available in an online edition.

How To Spend It (HTSI) is the multi-award-winning luxury magazine from FT Weekend, presenting themed issues on fashion, interiors, art, travel and lifestyle. Under the editorship of Jo Ellison, HTSI features stories about the most exclusive and unique fashion, travel, interior design, food and other experiences imaginable. The weekly magazine is renowned for its compelling visual aesthetics.

London-based Elaph Media Publications intends to launch How To Spend It Arabic in September 2021. As well as HTSI original content translated from English, it will also feature exclusive content from Elaph’s extensive network of Middle Eastern journalists.

Financial Times CEO John Ridding said: “As a global brand with global reach, we are always excited to bring the FT’s quality journalism to new regions. This association with Elaph allows us to bring one of our flagship publications to a very substantial audience.”

Jo Ellison, Editor of How To Spend It, said: “This launch aligns with the FT’s wider strategy of growing its brand reach through enhanced reader engagement. The Arabic-speaking world represents an important readership for How To Spend It and the combination of the FT’s HTSI editorial with original content from Elaph represents a bespoke offering for those readers who seek out unique lifestyle features and themes.”

Elaph founder and Editor-in-Chief Othman Al-Omeir said: “Elaph’s role in producing original content for the HTSI Arabic publication, both digitally and in print, will focus on stories that celebrate the best of Arabic culture, talent, fashion and lifestyle. We will combine our local knowledge with quality editorial to complement the strength of content being produced by the FT’s HTSI.”

Nicholas Claxton, COO of Elaph and Director of Elaph Media Publications, said: “This is a game-changing proposition both editorially and commercially, particularly now as the Middle East has one of the fastest growth rates in ultra-high-net-worth people and digital presence. Our investment into How To Spend It Arabic reflects Elaph’s commitment to a region where emerging luxury and lifestyle markets are really taking off and where we can uphold the values and appeal of the HTSI brand.”

HTSI Arabic will be published in London. The print edition of How To Spend It Arabic will be produced by Les Imprimerie Le Matin in Morocco, a division of Group Maroc Soir newspaper. Advertising for HTSI Arabic will be based in Dubai. Advertising for HTSI Arabic will be based in Dubai and represented by Rosy Kachouh from I-REP ([email protected]). Key bookings prelaunch are expected across both the online and print editions from some of the most influential global and regional brands.

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