How to Get Featured in the Financial Post

If your buyers are Canadian executives, investors or professional advisers, the Financial Post is the title they read at work. That distinction matters more than reach numbers, and it is the reason a feature here does something a general news piece cannot.

What the Financial Post is

The Financial Post covers business, markets, investing, technology, energy and the Canadian economy. It sits within the National Post, Canada's national daily, and functions as the country's principal business publication.

Its readership is professional. People open it because their work requires them to know what is happening in Canadian business, not because they are browsing.

That is what gives coverage there its weight. A reader who finds you in the Financial Post encountered you while doing their job, in a source they treat as reliable.

Why the Canadian edition matters more than a US business title

Three reasons, and the first is the one people underestimate.

Search results are localised. When a Canadian prospect searches your company, Google weights toward Canadian sources. A Financial Post piece is far likelier to surface for them than an American business feature about the same thing.

Recognition is specific. Canadian business readers know the Financial Post. They may not know a mid-tier US business site with an impressive-sounding name, and they will not assume it means what you want it to mean.

Relevance reads as legitimacy. A story mentioning your Canadian customers, your Canadian operations or the market conditions you actually work in reads as a story about a real business here. A generic thought-leadership piece written for an American audience reads as filler regardless of the masthead.

The routes that exist

Three, and they are not equivalent.

Newsroom coverage

A Financial Post journalist decides your company is worth writing about and writes about it. This is the version everybody wants and the version nobody can sell you.

It happens with genuine news: a raise, an acquisition, unusual growth, a regulatory development you are positioned on, or a founder story with a real hook. It cannot be scheduled and money does not move it.

If a provider guarantees this, they are either lying or describing something else. Ask which.

Commentary and expert sourcing

Business journalists need informed sources at short notice, particularly on markets, tax, regulation and sector trends. Being easy to find and quick to respond gets you quoted over time.

This is slow, free, and it works if you stay with it. Most people do not.

A written feature placed through a partner

A feature is written to your brief, you approve every word before anything happens, and it is placed through the publication's commercial channels.

Predictable timing, guaranteed publication, permanently indexed. What it is not is a journalist independently deciding you are interesting.

This is the route we sell, and we say so plainly rather than letting a client assume otherwise.

A thing worth knowing about Canadian press

Canadian media ownership is unusually concentrated. The Financial Post, the National Post, and most of the major city dailies including the Toronto Sun, Vancouver Sun, Calgary Herald, Edmonton Journal, Ottawa Citizen and Montreal Gazette all belong to Postmedia.

That is not a criticism. These are genuine newspapers with real newsrooms. But if you are planning Canadian coverage, you should understand you are dealing with a small number of publishers rather than a wide independent field, because it changes how you think about spreading coverage across titles.

We cover this properly in why so many Canadian papers share the same content.

What a feature is genuinely worth

A Financial Post feature gives you a credible, permanently indexed article on the masthead Canadian business people recognise, appearing when they search you, referenceable in proposals and pitches.

What it does not give you is inbound enquiries. Press rarely does that alone. What it does is remove doubt from conversations you were already going to have, which for a business selling something considered is worth more than it sounds.

Anybody promising leads from one feature is describing something that does not happen.

The question to ask before you pay

"Is this newsroom coverage or a placed feature?"

A straight answer either way is a good sign. Hedging is not. If you hear about "editorial relationships" without a clear answer to the actual question, ask again.

Then: do you approve the copy before it runs, what happens if it does not publish, and how long does the article stay live. Any provider who cannot answer those in a sentence each is not one to use.

The short version

The Financial Post is Canada's business paper and its readers are professionals reading for work. That is what makes coverage there valuable.

Newsroom coverage cannot be bought. A placed feature is predictable, permanent and useful, provided you know that is what you are buying.

Ask which one you are being quoted for. The answer tells you most of what you need to know about who you are dealing with.

Our Financial Post page sets out the process, and our Canada page lists the full network. If it fits what you are trying to do, get in touch.