What the Financial Times Has Learned Redesigning Its Site in the Public Eye

Most publishers design their sites in secret, then pull back the curtain for a big reveal. But the Financial Times is taking an altogether different approach.

Subscription revenue is core to the FT’s business model — paid-for content accounts for more than half of the revenue — and the publisher has been pushing time-based ads where advertisers are charged based on how long an ad is in view rather than how many people saw it. So how long readers stay on the site is critical.

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