The Financial Times is without doubt one of the world's leading newspapers. It commands respect wherever it is published, establishing news agendas that others follow.
For those working in PR and media relations it remains a real prize. To be quoted carries real weight and influence. To be published with your own byline - well, that is top of the tree.
This video from the FT's Brooke Masters offers some excellent insights in how to crack the FT's op-ed spots. Everyone working in PR should take a few minutes to watch this.
And there are other ways to be published in the FT, particularly for lawyers and accountants.
Look to the Weekend FT and its Money section. Articles will regularly appear in a financial and property Q&A spot.
And what do they all have in common? A cracking idea, with a global perspective, written in an accessible way, and short.
Opinion and analysis editor Brooke Masters talks readers through the essentials for a successful contribution to the FT's opinion pages