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The Financial Times’ new iPad app has generated more than £1 ($1.59) million in advertising revenue since it was launched in May, according…

FT iPad app

The Financial Times’ new iPad app has generated more than £1 ($1.59) million in advertising revenue since it was launched in May, according to the paper’s deputy chief executive.

Ben Hughes, who is also the paper’s global commercial director, said more than 40,000 400,000 subscribers have signed up for the app. He added that it now accounts for 10% of the paper’s new digital subscriptions.

“My job is to make the FT brand sweat,” he told the MediaGuardian Changing Advertising Summit. “Print [advertising] isn’t dead but media owners are just having to find new ways to put [different models] together.”

Hughes said traditional print advertising now accounts for just 40% of the FT’s overall revenue.

He said changes in the advertising market are not limited to opportunities created by new technology. The FT is also exploiting areas such as events, he pointed out.

This article originally appeared in MediaGuardian.

  1. The iPad seems to be good news indeed for many newspapers looking to supplement generally dwindling print circulations – the iPad’s tablet format providing a much better platform for cramming in broadsheet content than its smaller iPhone sibling.

    Apparently the take up of FT’s iPad app was three times that of it’s iPhone app during its first two week. Despite the positive reaction so far to the FT’s iPad edition (available to paid subscribers only), from what we have read here and elsewhere, most news publishers are still struggling to sell access to stories readily available from free sources. Specialist publications such as the FT and WSJ definitely have an edge in that regard.

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  2. bersetzung_deutsch_englisch Wednesday, October 20, 2010

    i think the IPAD is great for reading newspapers as long as the navigation is designed clearly and logically. i am not surprised that the FT is doing so well.

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