Carolyn Murphy of TheDeal.com wrote Wednesday that the sale of the Financial Times edition in Germany shows that Pearson plc is retreating from an eight-year attempt to be the dominant German financial daily to concentrate on what it sees as a more attainable goal — boosting the FT brand worldwide and improving its digital financial information business.
“So, in April, the company launched a new ad campaign aimed at ‘capturing the energy and excitement of modern business,’ as well as a direct marketing campaign. At the same time, the FT unveiled a facelift, with plans to add more color pages and execute design and content changes to its magazines. The company also hired some new editorial blood. The next month, the FT launched a sponsored magazine focused on the business of sports and premiered with America’s Cup and Formula One racing. It was the first launch by the FT’s then-new strategic development unit.
“On the Web front, Pearson in October came down on both sides of a strategy many media companies have experimented with: paid content. The company unveiled plans to open up FT’s online content for free, sort of, with a ‘light touch’ registration fee for readers who want access to more than 30 articles per month.”
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