According to the publishers, FT.com is now one of the fastest news sites in the world on both desktop and mobile, featuring a host of personalisation and customisation features, in addition to a clean, elegant design.
The new FT.com is:
* Fast – Users can start reading in 1.5 seconds on desktop devices, and 2.1 seconds on mobile. This makes it one of the fastest news sites in the world.
* Engaging – Users of the new FT.com are up to 30% more engaged than before, which means they are reading more stories and returning more frequently.
* Customisable – Through myFT, readers can get the information they want, based on their interests. They can save articles or share with colleagues, and follow specific topics. The new website also gives greater prominence to opinion and analysis, reflecting reader preferences.
FT CEO John Ridding said: “We have designed our new digital platform around our readers’ preferences and usage – so it’s very fast, optimised for mobile, with smart navigation and personalisation. As a result, readers are spending more time on the site and that will help deliver further growth in our global subscriber base.”
Cait O’Riordan, chief product and information officer, added: “This is a true collaboration between editorial, product, tech, marketing, and advertising teams across the FT. The result of putting readers at the heart of the process from the outset is a more intuitive reading experience, and a site which will continue to evolve.”
“All of the updates we’ve made are to make the experience of reading the FT better, simpler, and more enjoyable,” said FT editor Lionel Barber. “Words, pictures, data and image combine seamlessly. Stories are not grouped according to old newspaper definitions, but to the way readers actually navigate, save and share their news.”
With a growing audience of engaged subscribers and quality visits, the new site strengthens the Cost per Hour (CpH) advertising offering, pioneered by the FT. As of September 2016, the FT has run 43 Cost Per Hour (CPH) campaigns with 33 different partners. The site also incorporates new advertising formats including in-stream positions, and offers increased viewability, says the FT.
