In the last year, the Financial Times (FT) went to new lengths, editorially and commercially, to provide innovative, high quality content and products. It launched several new initiatives, embraced new technology and conducted its first-ever undercover investigation. The latter led to its scoop on The Presidents Club, the ‘men-only’ charity dinner hosted in London, which is the most viewed FT.com story ever.
FT Live, FT’s global events and conferences business, launched its inaugural Future of News Summit in New York, featuring top industry leaders. The media company reached out to younger audiences by extending its Schools programme globally, which now reaches more than 25,000 students in over 100 countries to date. It also dedicated resources to initiatives aimed at attracting and engaging female readers, with the launch of a weekly, curated newsletter, Long Story Short. It incorporates content that women consume most, according to FT data.
The FT also adopted new technology, launching newsroom initiatives such as JanetBot , a tool which tracks the number of women featured in images on the FT home page, and introduced an audio briefing specifically for smart speakers. A new commercial offering, FT Marketing Services, was also launched.
The FT says 2018 was a record-breaking year, with strong growth in paying readership, growth in digital advertising, especially branded content, conferences and executive education.
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