Esther Kezia Harding provides a deep dive into the successful trail the Financial Times has blazed online in her article “Truth, trust, transparency: the FT’s approach to a sustainable future” in The Media Briefing. The Financial Times' approach is built on having a direct relationship with their audience, which informs their approach to both breaking news events and long-term brand messaging. Chief Commercial Officer Jon Slade tells Harding that the Financial Times was well-positioned to benefit from such major news events as Brexit and Donald Trump's election because of their focus on quick, deep news analysis. Moreover, they have teams working around the clock to change subscription offers in response to real-time web traffic.
- Seek quality readers - Pursue the highest-value audience for your publication to earn more from subscribers and advertisers.
- Push real-time marketing - Be prepared to adjust offers when traffic spikes happen.
- Value your content - Your main selling point is the quality of your journalism, and what makes it special to your readers.