Jessica Davies of Digiday examines how The Financial Times is looking to use an off-platform podcast to get more subscribers.
Davies writes, “The series (sponsored by Nuveen) marks the opening move in a slower, more deliberate push into multi-platform, personality-led vodcasts that sit on dedicated channels, run across video and audio, and act as off-platform feeders into the FT ecosystem, according to the FT’s head of digital strategy Veronica Kan-Dapaah.
“Previous FT podcasts have appeared in video form on YouTube, but typically as limited series folded into the main FT feed. This is the first time the publisher has treated a show as a distinct, multi‑platform brand in its own right, with a long‑term video and audio strategy built in from the outset.
“That’s new territory for a brand better known for pink pages and paywalls.
“In key markets like the U.S., more adults use YouTube than any other online platform, and around a third of U.S. adults now regularly get their news there.”
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