Financial Times Expands Mobile Service With Video & Audio

The Financial Times is expanding into the mobile market in preparation against loss of revenue from its print business and has plans to offer news in video and audio format rather than just text. The publisher is in talks with the UKs four main mobile operators to provide the news service, which is planned for launch in late May or early June.
FT is also preparing to launch its first advertiser-funder java applications, which will be free to the end user. “In the longer term, FT is hoping to be able to sell advertising around all its mobile services as part of integrated campaigns across its Web site and print editions.” I can see the appeal of an integrated advertising campaign across the three platforms, but the benefit with digital advertising is that it can be targeted more specifically than traditional forms of advertising, and this strength should be utilised by FT.
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