Categories: OLD Media Moves

Financial Times launches Transact, a video-only page

The Financial Times has launched a video-only page called Transact covering the future of money.

Transact is also on a YouTube channel and a Facebook page and is aimed at corporate decision makers, institutional investors and wealth managers.

The site includes a mix of FT editorial and UBS-branded content, produced by Alpha Grid.

“We are in an exciting new era of storytelling, FT Transact brings the extensive knowledge and experience of our journalists to life with high-quality video production,” said FT chief commercial officer Jon Slade in a statement. “We are pleased to have UBS as a launch partner for FT Transact as we help our audiences navigate complex subject matter through new and engaging formats.”

A 2015 survey of senior decision makers by Alpha Grid found that the three most popular reasons for global business decision makers to click on a web video were its relevance to their industry, its entertainment value, and it being referred by a trusted contact.

The 2016 version of the same study found increasing trust of video news and YouTube in particular as a source. More than 40 percent of those surveyed used YouTube as a daily news source, and roughly the same percentage called the video platform a trusted news source.

Revenue from paid posts within the FT’s branded content division FT2 increased 400 percent in 2016, and the division acquired a controlling stake in Alpha Grid in 2016.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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