FT resisting giving over subscriber relationship to Apple

The Financial Times wants to keep selling subscriptions for its digital news directly to readers rather than surrender control of new customers who sign up via Apple’s iPad, according to a Reuters story on Monday.

Georgina Prodham writes, “Apple’s hit tablet computer, the iPad, has become a major driver of new subscriptions to FT.com, thanks to its large and crisp display, possibilities for interactive features and affluent customer base.

“But the FT values direct relations with its customers which allow it to tailor advertising and products to its audience, and is resisting Apple’s efforts to channel them through the App Store.

“‘We don’t want to lose our direct relationship with our subscribers. It’s at the core of our business model,’ Rob Grimshaw told Reuters in an interview on Monday.

“He said he was hopeful of a positive outcome to negotiations with Apple, but added: ‘If it turns out that one or another channel doesn’t mix with the way we want to do business, there’s a large number of other channels available to us.'”

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