The FT and Online Paywalls - a Winning Strategy?
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I like this short video which explains how the Financial Times has successful implemented a paywall around its website content to enable it to drive strong revenues from the online edition…
Some useful business studies discussion points in here:
- Pearson is a global media & publishing business with some well-known brands - what else (apart from the FT does it own)
- FT is Pearson’s flagship brand: why might that brand be so important to the group if the revenues and profits it generates are not that significant in total?
- FT has successfully added a paywall around its online content - the analyst interviewed suggests this is largely because it is specialist, premium content. Is he right?
- The Times is now trying the same approach - but will it succeed? After all - the Times online website contains broadly the same content as the (free) Guardian, Independent, Telegraph & BBC sites
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