Lucy Marchington, Media Director at the Financial Times and George Montagu, Head of Insights at FT Strategies had a deep discussion on what fuelled the FT’s dual success and our replicable playbook for success. The session is the first in a series focused on effective revenue diversification strategies.

We covered the following topics:

 

 

  • An overview of the FT’s business model transformation
  • The principles and tactics that underpinned the FT’s success, including:

     

    • Focusing on quality, differentiated content - Building direct relationships with audiences
    • Creating a fit-for-purpose access model
    • Shifting strategic focus
    • Prioritising the reader experience over long-tail advertising revenue