The Financial Times‘ “frequency model” of subscription is paying off.
Users can access certain features and up to 10 article a month from FT.com for free. If the user wants more, paid standard and premium subscriptions are then offered, each model offering more services and content, priced accordingly. A standard online sub goes for $4.99 a week, premium is set at $7.49 and a combination of all-access online and newspaper costs subscribers $8.49 a week.
In 2010, FT experienced a paid circulation increase of 50 percent, now at 207,000. This is a third of total global paid circulation. U.S. users account for 120,000 of the total circulation.
In 2010, ad revenue was up 10 percent. New mobile platforms and the return of the luxury section, “How to Spend It,” are two contributing factors in FT’s 2010 increases.
Elissa Tomasetti, VP of marketing and audience development with Financial Times, said yesterday at DMA’s Circulation Marketing Day in New York, “We have also found that the FT’s mobile readers are particularly engaged. FT.com users who register on mobile devices are 2.5 times more likely to subscribe and are more active in giving feedback.”
FT apps on mobile phones and tablet devices had 900,000 downloads in 2010.
Tomasetti said that the Financial Times “is not a newspaper, but a news organization.” They employ 590 journalists based in 53 countries.