The 'Financial Times' Has a Secret Weapon: Data

By: Lauren Indvik | Mashable

For more than a century, publishers knew very little about their audiences: who they were, their interests and professions, or what other materials they were reading. Since newspapers went online two decades ago — The New York Times, The Wall Street Journal and the Financial Times all launched websites between 1995 and 1996 — publishers have been amassing a great deal of data about them, data the 125-year-old FT is using to hit record subscription levels and make its advertising products more competitive, its CEO says.