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
