The initiative is part of a three-stage campaign focused on reach, reader engagement, and digital subscriptions, says the FT.
In phase one, the FT drove current and potential readers towards its 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. According to the publishers, 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, 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.”
