How the FT is trying to attract teen readers

Lucinda Southern of Digiday writes about how the Financial Times is trying to attract new readers in their teens.

Southern writes, “For the most part, the FT Schools initiative has used existing FT content and packaged it in relevant and thematic ways that map with the school curriculum. Two content areas it wants to expand are around career advice for life beyond school and financial literacy, hence releasing the board game. The game, called ‘Road to Riches,’ is designed to help teach smart money management and investment without seeming dry. Students and teachers already part of the program get a free edition of the game, otherwise, it costs £28 ($34.38). Released Oct. 2., the publisher said it has had over 400 applications for the game.

“To continue to gather momentum for FT Schools, it currently runs eight different writing competitions with partner organizations like the Royal Geographical Society and the Political Studies Association. Most recently, the FT partnered with the Royal Economic Society for the young economist of the year, where the winning essay is published in the FT. ‘For us, we also give insights into the younger generation to our existing readership,’ said Jack. ‘They get to hear the fresh views.’

“The FT has a solid subscription business of over 1 million paying readers, three-quarters of whom are digital subscribers. But a lot of these are from the corporate world, and it skews male and older — the average age across print and digital for the FT is about 48 years old. Like a lot of publishers, to foster future growth, it needs to fill the funnel.”

Read more here.