OLD Media Moves

More potential for FT in U.S.

March 28, 2012

Posted by Chris Roush

Joe Pompeo of Capital New York writes about The Financial Times‘ new advertising campaign and the business newspaper’s attempts to gain more U.S. readers.

Pompeo writes, “But really what this is about is adding more readers to the FT‘s audience in the U.S., where it now has more digital subscribers than in any other market — a little less than a third (692,655, to be precise) of its total average daily readership of roughly 2.2 million, according to a spokesperson. Its digital subscription base in the U.S. grew 30 percent last year, and Grimshaw is hoping to see that number tick upward.

“The Grand Central campaign, which dovetails with ads in Times Square and on taxi screens throughout the city, is the beginning of a larger marketing push that may eventually spread to other U.S. cities with potential subscribers to the salmon-colored U.K.-based paper and its affiliated digital products, which cost between $27 and $37 a month. (A yearly print subscription is $348.)

“‘We’re focused on making this campaign successful, making sure we make a real splash in New York, and then thinking about where we’ll take it,’ said Grimshaw.

“‘We already have a fantastic audience here in the states, but the potential opportunity for us here is much bigger than that,’ he said. ‘The world economy is becoming more and more connected, and U.S. businesses, whether in New York or across the rest of the states, are becoming more and more focused on what’s happening in the rest of the world.'”

Read more here.

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