To commemorate 20 years of FT.com, the Financial Times is giving new readers 24 hours of free access to its website, beginning at 12:01 am BST on Wednesday, September 9.
The initiative is part of a three-stage campaign focussed on reach, reader engagement, and digital subscriptions. In phase one, the FT drove current and potential readers towards its world class journalism, through targeted digital promotion on social media channels and elsewhere.
Phase two commences on Wednesday 9 September and includes 24-hours of free access to FT.com, enabling new readers to sample exclusive content. The third phase will offer subscriptions to new users of the product. The campaign will run on desktop, mobile and digital out of home in financial districts in the US and UK and include placements within well-known office buildings.
Having pioneered the metered access model eight years ago, the FT changed its business model this year to focus on paid digital trials. The initiative has yielded positive results: global paid for circulation increased 9% year on year to 737,000 across print and online. Digital subscriptions increased 14% year on year to almost 520,000, and now represents more than 70% of the FT’s total paying audience. It is also making progress in building habit and engagement, with its audience spending more time with the FT and reading more of its journalism.
“As FT.com continues to set the global benchmark for international business, finance, economic and political news and analysis, it’s important that we promote the value of the product in the right way to the right audience ” said Jon Slade, managing director for B2C operations at Financial Times. “We want to create an opportunity for as large an audience as possible to sample and engage with our world-class journalism’
Essence, the global digital agency and world’s largest independent buyer of digital media, has worked with the FT on strategy, creative and media.
“Successfully reaching an audience of young professionals in their busy, multi-device everyday lives takes unrivalled insight and planning,” said Will Frappell, Client Partner and Head of Investment at Essence. “With this latest work for the FT we’re continuing to push what’s possible on mobile, desktop and out of home advertising.”
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For more information, please contact
+44 (0) 20 7873 4961
Andy McCormick, Essence
About the Financial Times
The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 737,000. Mobile is an increasingly important channel for the FT, driving almost half of total traffic.
Essence is a global digital agency and the world’s largest independent buyer of digital media. We blend data science, objective media and captivating experiences to build valuable connections between brands and consumers. Clients include Google, Viber, method, Tesco Mobile and the Financial Times. The agency is more than 480 people strong, manages over $700MM in media spend and deploys campaigns in 71 markets via offices in London, New York, San Francisco, Seattle, Singapore and Tokyo.
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