FT launches new combined print and digital circulation measure

The Financial Times has announced a new Print and Digital Paid-for Circulation measure that calculates the total number of people who access paid-for FT content every day through global print and digital channels.

The metric is the first of its kind to be produced by a media owner, and will be released every quarter in addition to print circulation data produced by the Audit Bureau of Circulation (ABC).

The first set of results, which are supported by an Independent Assurance Statement from Deloitte for the period 31 May to 4 July 2010, show that at the start of July 2010 an average of 563,026 people around the world paid for FT content every day. This number is made up of average daily newspaper sales as well as active FT.com digital and eReader subscriptions.

The Print and Digital Paid-for Circulation initiative follows the recent launch of the Financial Times’ Average Daily Global Audience (ADGA) in May this year, which measures the Financial Times’ daily global readership or the number of people who see FT content every day (http://bit.ly/bsDTBI).

John Ridding, CEO of the Financial Times, said: “Traditional single-channel audience measures only tell part of the story of the FT brand’s health in today’s media landscape. Our readers are increasingly platform neutral – consuming FT content in print, online and on-the-go throughout the day – and our approach to measurement should reflect these new patterns and platforms.”

Tim Irwin, Managing Director of Maxus, added: ”As media brands increasingly operate across multiple platforms, it has become evident that we need a way to understand their overall sales. The FT’s new circulation initiative provides a clear and more transparent measure of the relationship between the FT and its customers.”

Leave a Reply