Dominic Ponsford of Press Gazette writes about how the Financial Times has been successful in attracting a younger reader.
Ponsford writes, “Slade said the FT has put ‘a lot of time and effort into building our younger audiences’ via something called the ‘Future Audiences Initiative’.
“He said: ‘The first thing we did was to make it a strategic priority for the company. There were lots of micro efforts going on around the company, but we said ‘okay, this is something that we need to join up, and it’s going to become an initiative at a strategic company level’.’
“He said the goal was to reach 850,000 registered readers under the age of 35 by 2030 and that they were well on track to reach that target.
“He added: ‘There are some cultural changes that we had to make as well. We are, as a subscription business, really good at spending money on acquiring subscribers, but it tends to have a two-year return for the investment that we make.'”
Read more here.
