The random thoughts of a digital adman in a rapidly changing world....

There is a certain crassness about the Financial Times' supplement "How to Spend It" continuing to be supplied free every week. Surely there is no-one better placed to feel the weak pulse of the current financial times and revise their offering accordingly. Perhaps if it were re-titled "How to Earn it in the First Bloody Place" or "How to Cling on to What Little we all Have Left", I might feel more compassionate towards it. The pages are filled with impossibly expensive and unnecessary adornments; watches, yachts, jewellery, flying holidays in Kenya, handbags ("from £2,000") and other assorted bling usually associated with Russians and rap artists. The current edition features a front cover with a besuited rather smug looking banker up to her middle in a swimming pool. Que? What does the FT hope to achieve by persisting with this supplement? Are there perhaps significant on-going lucrative advertising contracts, the terms of which must be maintained? If so, why don't they charge an extra tenner for it? That would be telling them "How To Spend It".