Bloomberg Media restructures to boost ad sales
Bloomberg Media is restructuring its sales and marketing divisions around industries like tech, finance, auto, luxury and consultancy, rather than geography, to streamline operations and strengthen its appeal to advertisers, reports Mark Stenberg of Adweek. Stenberg writes, “To lead the newly reorganized divisions, Cook created two new jobs and made four key hires: Mike Wong, Andrea Ching, […]
FT targets readers with subscription app
The Financial Times has launched a subscription-based mobile app product to reach readers outside of its U.K. home base and offer a lower-priced option to convert them into paying subscribers, reports Sara Guaglione. Guaglione reports, “Called the FT Digital Edition, the standalone subscription initially launched in 2020 on desktop as a digital version of the FT’s […]
How The Economist is using short-form video to attract readers
Neha Gupta of the World Association of News Publishers writes about how The Economist is using short-form videos to attract new readers. Gupta writes, “After deliberating and strategising, the 180-year-old Economist launched on TikTok in July 2022. “‘We chose TikTok because we felt it was the most different and would push us and challenge us to […]
How Bloomberg Media grows its subscribers
Jenna Davis, director of product at Bloomberg Media, writes about how it grows its subscribers. Davis writes, “We were confident that a registration-first approach was the right decision for some of our users, but we knew this choice could have an impact on the rate at which our topline subscription acquisition grew. So, we relied […]
Businesses pay for 75% of FT’s subscriptions
Businesses pay for 75 percent of the subscriptions to the Financial Times, reports Charlotte Tobitt of the Press Gazette. Tobitt reports, “The B2B division, which formally launched in 2007, makes up three-quarters of the FT’s paying readership and its revenue has grown at an average of more than 10% each year since 2018, according to the company. […]
Dow Jones strikes deal with Italian biz news service
Dow Jones Newswires and 24 ORE Group have agreed to a multi-year deal to provide business news and financial information to the Italian and international markets. Dow Jones Radiocor Newswire will offer real-time news stories in Italian from Il Sole 24 Ore Radiocor and news and analysis from Dow Jones Newswires translated from English to […]
How the FT subscription strategy has been helped by newsletters
Charlotte Tobitt of Press Gazette writes about how The Financial Times subscription strategy has been helped by newsletters. Tobitt writes, “The FT primarily uses newsletters ‘for engagement to enhance the value of subscriptions,’ she said. “Ebner said data shows that 17% of FT subscribers who are classed as engaged would not be if it were not […]
How The Economist used TikTok to reach new audiences
Liv Moloney, head of social media at The Economist, writes about how the publication is using TikTok to reach new audiences. Moloney writes, “The editorial strategy was devised and implemented by the social-media specialists within The Economist’s newsroom. (Jamie MacWhirter, our social-video producer, deserves particular credit for his work on the account.) “Our marketing team […]
Silicon Valley Biz Journal follows 40-year mission
J. Jennings Moss, the editor in chief of the Silicon Valley Business Journal, writes about how the 40-year-old publication hasn’t strayed from its original mission. Moss writes, “That ‘radical approach’ had nothing to do with politics, Keough wrote, and everything to do with the methodical way The Business Journal set out to cover business news. […]
How Bloomberg Media is using promotional ads to build its audience
Ryan Barwick of Marketing Brew writes about how Bloomberg Media has stopped using programmatic ads and turned to promotions for its own products to boost its audience. Barwick writes, “Over the past few months, Bloomberg has effectively replaced those advertisers buying on the open market with in-house promos—inventory worth $7.4 million over the last few months, […]
