Increasing female engagement at the FT

In 2016, the Financial Times collected a set of qualitative feedback on how the paper was perceived by women. Within this research, a female reader was asked, “What is the FT’s persona?”

In this Living Case Study, we speak to Lindsay Nicol, where she untangles the story of an historic struggling female reader engagement, and the important work being done within the FT to ensure content is open and appealing to all.