Harnessing media innovation to drive business growth
The media industry has talked about innovating for years but it took a global crisis to teach us an important lesson: urgency spurs innovation. So…
The Financial Times is using gamification to boost subscriber engagement
The Financial Times recently launched a new tool that uses gamification principles to keep readers engaged. The tool—Knowledge Builder—that FT initially introduced to 13% of…
Podcasts: How the Financial Times is using storytelling for subscriber growth
The Financial Times has 12 ongoing podcasts of which the FT News podcast has reached a user base of 1 million per month. Its audio…
Embrace tech, boycott Facebook: Financial Times charts its course to a million paying subscribers
The Financial Times marked 130 years in 2018, with a paying readership of more than 930,000, three-quarters of which are digital subscriptions. It was also…
Journalism as a theatre performance: The Financial Times experiment
In an era of severe attention deficiency—when people have, quite literally, shorter attention spans than a goldfish—engaging audiences has been an ongoing struggle for publishers.…
How the Financial Times uses Instagram Stories as a traffic driver
The Financial Times has been steadily cultivating a following of younger, new audiences on Instagram after giving the platform renewed focus in 2016. Since then, it’s…
How the Financial Times fights subscriber churn
The Financial Times knows it’s better if subscribers use its product as much as possible. Its focus on driving that engagement quickly has rippled out…
The Financial Times is using YouTube to boost subscriptions
The FT knows that video plays a role in driving subscriptions: If an anonymous user on FT.com interacts with a video on either the first…
