This week sees the FT’s luxury magazine How To Spend It relaunch as ‘HTSI’. The rebrand of the 28-year-old title is a subtle acknowledgement of changing times and priorities, at a time when financial inequalities in Europe and beyond are in sharp focus.
Under the direction of editor Jo Ellison, the How To Spend It brand has been on a journey in recent years that has seen the magazine’s content grow and broaden in its coverage of topics such as arts, health, wellness, design, philanthropy and more. These changes have been embraced, with readership increasing, a growing international distribution and expanded digital presence.
Jo Ellison said of the change: “How To Spend It has always been about how we spend our time, and the content of the magazine embraces everything that is good in life. We have no intention of changing that. But we want the title and indeed our masthead to reflect a world with deeper sensitivities.”
FT editor Roula Khalaf said: “Under Jo’s inspired leadership the magazine has smartly expanded its coverage into areas of growing interest to readers and that is reflected in our rebranding to HTSI. After nearly three decades it feels like the right time to rebrand and reflect the breadth and depth of journalism behind the title.”
By leading with the HTSI acronym the magazine will allow readers freedom to interpret the “S” in line with their own deeper interests, whether that be how to style it, how to save it, or how to steer, surf or savour it. It is also a natural next step in a process of evolution that has already seen the creation of themed issues such as How To Spend It Wisely, How To Give It, Wellness, and special guest edits by Jony Ive and Jonathan Anderson.