FT Aims New Subscription-Only Digital Pub At China Investors


imageThe Financial Times is set to launch a new website and e-newsletter called China Confidential next week. The new publication is in keeping with the UK business paper’s focus on offering more premium digital content. And since world markets are continuing to flail, China still looks like a comparatively solid place to invest.

The first issue will be published on March 5 and it will be bi-monthly. FT didn’t say how much it would charge, though it indicated subs will be able to choose from a variety of premium packages. The company claims that it has access to a database of “over a million” potential readers in the region and will offer predictions and analysis on Chinese investment prospects. The content, a mix of aggregated research, fund data analysis, and China’s general economic situation and consumer trends, will be overseen by editor James Kynge and a team of researchers in China and the UK.

The FT’s model of mixing free and premium content has recently gained currency as a way to save newspapers as advertising shrinks. But this example is even more resistant to emulation by general market papers — if only because it will be almost exclusively marketed to investment professionals and analysts, who will be able to cover the subscription cost through their work.

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