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70% of the FT’s readers are global, why we should rethink our definition of a magazine, and more
With digital subscriptions, the world really is your oyster
We can’t all be the Financial Times. The publisher’s legacy and the market it operates in means its success across many areas would be difficult for others to replicate.
But we can definitely take inspiration from how it is overcoming some of the biggest challenges faced by the entire industry.
With this in mind, we take a look at how the FT is focusing on its global growth. The title had a goal to meet 1 million subscribers by 2020; a target it has already met ahead of schedule. But 70% of that growth has come from outside the UK.
The verticals and titles that many publishers have aren’t limited by borders. Whether it’s knitting, finance, cooking or art, we should all be looking at taking our growth strategies global, and using digital to reach beyond our borders.
What’s new this week
It’s time to rethink our definition of a magazine
As yet another print magazine shutters to focus on digital, we need to think again about how the magazine of the future will be defined.
| Evergreen content drives up to 40% of publisher traffic If the topic is chosen carefully, publishers can get a steady source of traffic to their websites long after an article has been published. |
| Falling cookie value and rising media scope: DMEXCO on the temperature of digital Right from the start, focus centred on how both publishers and advertisers can keep online revenues flowing, as regulation and anti-tracking tools diminish the power of the cookie. |
| 70% of FT readers are outside UK: Here’s how it’s driving global growth Digital subscriptions account for more than 75% of the FT’s circulation. 70% of its audience is from outside the UK and there is still room for growth. |
| Why should publishers start a podcast? Podcasts have been one of the real bright spots in publishing, with 75% of ‘digital leaders’ expecting audio content to become an increasingly important part of their strategies this year. |
| 89% of Americans get news online, and other key findings from Pew Research When it comes to favorite modes of news consumption 63% of those who prefer reading, go online to get their news while only 17% like to read in print. |
| Should publishers buy or build tech stacks? Insights from Norway’s Aller Media The decision of whether to buy or build systems and platforms is complex. Christoph Schmitz, interim CTO at Aller Media explains some of the complexities and challenges publishers face. |
| BoSacks speaks out on newspaper’s last headline: “Hope you enjoy your stinkin’ phones” Can a future and a profitable base be made on paper? Yes. And can an empire be constructed solely on digits and electrons? Absolutely. |
| The importance of product thinking for news Now publishers need to manage a variety of different news products all at once, which means product thinking has become ever more important. |
| Hostwriter’s Tina Lee on bringing together diverse voices for Unbias the News This week, Tina Lee, Head of the Ambassador Program for Hostwriter, talks to us about Unbias the News; a new book she’s the editor-in-chief of. |
| How a ‘digital mindset’ improves print, and other insights from Meredith’s Parents magazine Meredith’s Liz Vaccariello, editor-in-chief of Parents Magazine, explains how her team uses innovation to better engage with audiences through print products. |
| Why research is at the heart of all good publishing strategies, from Europe’s largest publishing house With audiences demanding more relevant and topical content than ever before and engagement increasingly difficult to achieve, research is now at the heart of all good publishing strategies. |
| The evolution of yellow journalism (and why it matters) Publishers need to move away from yellow journalism and providing cheap thrills and focus on bolstering their integrity in the digital arena. |
| The news publishers’ guide to engaging audiences on social media To succeed on social media these days (without spending a small fortune on ads), you have to work with the platforms, not expect them to do the heavy lifting for you. |
