The FT is riding high

David Carr of the New York Times talked Monday with John Ridding, the chief executive of the Financial Times, about how the business newspaper has avoided many of the issues plaguing other dailies.

Carr writes, “Mr. Ridding was particularly bullish on the advertising opportunities created by having a strong relationship with the end user. If the publisher knows who they are reaching, what the subscriber’s needs are, it is far easier to serve up relevant advertising that can be sold at a premium.

“‘Having a content business revitalizes the advertising model,’ he said. ‘That level of engagement and loyalty transforms the advertising business.’

“The FT has announced that the will have a free two-month introductory offer for the iPad paid for by a sponsor, but thereafter, it will cost $181 a year for a basic subscription and $299 for a premium subscription with access to specialized information and delivery methods. He said he was excited by the possibilities of the device, but that the FT, not Apple, would have the direct relationship with the consumer.”

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