NEW YORK: FT Search, a standalone division of the Financial Times Group, is conducting a brand awareness effort for the beta launch of Newssift, a search tool for business professionals.

Aided by Weber Shandwick, the media company first promoted the March 19 launch of the beta site to selected broadcast outlets and blogs in both the US and UK, said Jennifer Risi, EVP of the Global Strategic Media Group at WS. The company then contacted technology and financial ...