Ordinary shares in the equity capital of a business entitle the holders to all distributed profits after the holders of debentures and preference shares have been paid.

In the broadest sense, equity gives you ownership. If you own stock, you have equity in, or own a portion — however small — of the company that issued the stock.

Equity finance is provided by the sale of ordinary shares to investors. This may be a sale of shares to new owners, perhaps through the stock market as part of a company seeking a quotation, or it may be a sale of shares to existing shareholders, for example by means of a rights issue.

Having equity is the opposite of owning a bond or commercial paper, which is a debt the company must repay to you.

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Steve Jobs initially unveiled the iPad at an Apple event in late January. Using the words “extraordinary” and “magical” to describe the product, he demonstrated the touch screen tablet’s capabilities to a crowd of adoring fans, many of whom may already be standing outside of Apple Stores hoping to be the first to own one.

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2. Identify the product benefits relevant to your market. Features aren’t as important as what your product does for your potential clientele. Remember, at this stage you’re trying to sell your product or service to the media so your story will get published. In the end it all comes down to the product or the service you offer.

3. Establish your product as unique. Even a slight edge from the competitor will go a long way. It’s important to be able to prove your product is “x-times” faster, better, cleaner or more cost-effective than your competitors’ product or industry standard.

4. Source and use testimonials. All other things equal, testimonials are one of the strongest ways to enhance the credibility of any promotional piece. This also holds true for your editorial piece as well. The main difference will be the way the testimonial is presented.

5. Target the media used by your target market. It will really help to narrow down the path from the supplier to the consumer.Find out which media outlets your target market typically reads, views or listens to.

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LONDON—The credit crunch will cost London 62,000 financial jobs or finance related jobs in 2008 and 2009, wiping out the hiring gains of the past decade, a British economics consultancy group said in a report on Monday.

The number of professionals in London’s financial industry — Europe’s biggest — will drop by 28,000 this year from the 2007 level and a further 34,000 jobs will go next year, said the Centre for Economics and Business Research (CEBR).

Only 291,000 will work in the industry in 2009, it added.

“The chances for a strong bounce-back … from 2010 onwards appear to be slim,” CEBR said.

It is unclear how many jobs have already been cut this year, a spokesman for CEBR said.

The worst-hit sector will be corporate finance, likely to slash more than half of its 15,000-strong workforce in the next two years. The derivatives business will be a close second, with employment shrinking by 46 percent over the same period.

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