Financial Times Frees Some Of Its Content, Sort Of
from the set-it-free dept
So, sure, the FT has a loyal subscriber base today, but the current paywall model does not encourage growth. By offering all of their content for free, they can grow their reader base into avid readers, a percent of which can then be converted to subscribers. By no means should they give up on subscriber revenue; they just need to give subscribers a good reason to pay. FT already offers access to tomorrow's paper as a benefit to subscribing -- this is a good example of a premium good. Give subscribers more of these types of benefits: from custom reports to events and conferences, and they will continue to be loyal paying customers. As we've said time and time again, "free" is a vital part of an online media business model and not something to be feared, but rather, it should be embraced.