The FT has a channel neutral approach whereby it offers FT journalism on whatever print or digital channel or mobile device FT readers use, including the newspaper, tablets, smartphones, PCs or Bloomberg Terminals. For this reason we have invested in audited measures that reflect the overall growth in our audience, daily paying customers and true health of the FT brand.

FT has a combined paid print and digital circulation of 597,015. This is the average number of people who buy FT journalism every day, including all of the FT’s digital subscriptions, daily newspaper sales and e-reader subscriptions, and is up 3% on the last quarter (Deloitte assured, 2 October 2010 to 4 January 2011).

When it comes to readership, figures released this week show the FT has a combined print and online average daily readership of 2.1 million people worldwide (ADGA, PwC assured, November 2010).

This figure of 2.1 million is the FT’s best estimate of the number of people across the globe who, on an average day, consume FT content via either the newspaper or the FT.com website. We hope to start including mobile reach in this number later on in 2011.