Darren Davidson of Brand Republic writes Wednesday that the Financial Times is launching a Web site specifically for readers who access the business newspaper on their cell phones.
Davidson writes, “The broadsheet said the launch is backed by its own research that showed mobile websites are popular with a younger demographic with which it wants to engage.
“The research also revealed that a mobile channel complements use at the desktop, with readers visiting the site the most when commuting, during evenings, weekends and whilst on holiday.
“Rob Grimshaw, managing director of FT.com, said: ‘We asked our tech-savvy readers what they wanted to see in the new mobile version of FT.com and we incorporated their feedback into the new site.
“‘We found that many of our readers look for an executive briefing from the FT, so we focused on providing quality over quantity of content. We have already seen strong demand from clients for sponsorship opportunities.'”
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