Financial Times Hits 300,000 Digital Subscribers with 6% Conversion Rate

The Financial Times had a 17% jump in its number of digital subscribers this past year, reaching 313,000, according to Robert Andrews at paidContent.org.

The Financial Times had a 17% jump in its number of digital subscribers this past year, reaching 313,000, according to Robert Andrews at paidContent.org.That means that the London-based financial news site (straggling both B2C breaking news and the B2B niche) has outpaced its print subscription numbers, which were 280,124 in August of 2012 (ABC-verified). It also means that, with 5 million registered users, the site has a conversion rate of 6% for registered-user-to-paying-digital-subscriber, which is impressively high for a paid content site with a metered paywall.It’s also a bright spot for other subscription news sites, since advertising revenues have been down for most news publications, from the Financial Times (where “advertising remains weak“) to The New York Times. (In comparison to the Financial Times, The New York Times had its digital subscriptions grow by 11% last quarter alone to 592,000, but hasn’t surpassed its print subscription numbers yet.)But the Financial Times expects it digital revenues to hit 30% of total revenues by year-end. And interesting, mobile drives 25% of traffic and 15% of new subscriptions, proving that mobile can be a critical tool for conversion for news (and B2B) sites.FYI: If you’re looking for ways to increase your digital advertising revenues in conjunction with your subscription numbers, sign-up to attend this month’s Webinar at Subscription Site Insider: “Ad Sales for Paywall Sites” hosted by 360 Ad Sales Founder Ryan Dohrn.

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