Lessons from the FT: Doubling digital ads revenue and surpassing 1,000,000 digital subscribers

About the Event

Many news executives have been told that they need to “pick a side” when it comes to their revenue model. Typically this has left them choosing between subscriptions or advertising. The FT’s experience - doubling ads revenue and surpassing one million digital subscribers in the same period - goes to show that it doesn’t have to be one or the other. In this webinar, we will explore how the FT developed a robust reader revenue foundation and used that base as a means to double digital advertising revenue through loyal audiences, first-party data and a quality news experience. Join Lucy Marchington, Media Director at the Financial Times and George Montagu, Head of Insights at FT Strategies for a deep discussion on what fuelled the FT’s dual success and our replicable playbook for success. The session will be the first in a series focused on effective revenue diversification strategies. We will cover the following topics: - An overview of the FT’s business model transformation - The principles and tactics that underpinned the FT’s success, including: - Focusing on quality, differentiated content - Building direct relationships with audiences - Creating a fit-for-purpose access model - Shifting strategic focus - Prioritising the reader experience over long-tail advertising revenue