The Financial Times marks its 125th anniversary today, and, befitting the challenges facing newspapers today, the celebration will have practical elements.

An ad campaign with the somber tagline "Still guiding the way for global business" is breaking in print and online. The U.K.-bsaed FT is using the occasion to offer a special rate on full-page congratulatory ads and a special $125 subscription offer on Feb. 13. There are some fanciful aspects, too: Hot-air balloons in the paper's signature pink color will fly over financial hubs over the course of the year, and the Empire State Building will be lit pink on May 1.

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