Financial Times strengthens digital initiatives
Financial Times has, over the last two years, upped its digital presence in India to the next level with its redesign and a large Indian subscription base.
Financial Times, with the launch of its web based mobile applications has added a new kitty in its digital property bag. FT.com has the highest number of registered users from India, among the Asian markets with this number increasing consistently especially after the redesign of the website. The idea of launching of the mobile apps was drawn. looking at this tremendous growth in the subscription base in India.
Financial Times has a combined paid print and digital circulation of 592,390 (Deloitte assured, 4 July 2011 to 2 October 2011) and a combined print and online average daily readership of 2.1 million people worldwide (PwC assured, May 2011). FT.com has over 4 million registered users and 250,000 paying digital subscribers. The newspaper, printed at 23 print sites across the globe, has a global print circulation of 344,583 (ABC, September 2011).
The India mobile apps provide users with the latest authoritative Indian and international business news, with a customised homepage. The customisation includes top stories from India, prominence of other popular content, including the Beyondbrics blog and business education reports. In addition, the iPad application will feature highlights from the prestigious A-list column, the Alphaville blog, and the recently launched Luxury 360, the FT’s new online hub for creative and commercial coverage of the luxury goods industry.
The two new mobile apps for the iPhone and iPad will also give users easy and fast access to the FT’s high quality news. It will be a free access to all stories on the front page exclusively in India. They will be offering an attractive subscription offer for readers in India which is $49.40 per year through the apps. Users can simply add the website to the homescreen for offline access without downloading it.
Talking about the launch of mobile apps, Rob Grimshaw, Managing Director FT.com said, “With rapid economic growth and an increasing number of talented and influential business leaders, India has long been a strategic market for Financial Times. The launches of the India mobile applications are in line with the FT’s global digital strategy and a key step for the FT to further target the country’s top business community.”
Commenting on the current advertising profile of FT.com, Hiroko Hoshino, Regional Director, Asia Pacific, Financial Time commented,” We have two sets of advertisers; Indian companies present globally who want to reach out to our global audience are one set of advertisers that we have and the other set of advertisers are the Western Company based in India who use Indian IP traffic to reach out to elite Indian audience. In fact 75% of our campaigns in India are of domestic based which is a big attraction but this is not referred to in terms of revenue.”
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