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FT journalist / subscriber meet events drive 300% increase in site engagement

For subscriptions-based publishers, preventing existing subscriber churn is as essential as driving new subscribers. At the Financial Times, the editorial team isn’t averse to testing seemingly old-school methods to do so.

 

The publisher’s editorial team has hosted 10 FT Engage events in London over the last year, each with a core purpose: to build more direct relationships with subscribers, while also attracting new ones, by offering exclusive access to FT journalists. In the last few weeks, the audience development team has pulled data to examine the correlation between those who attended and their subsequent frequency of visits to FT.com

 

The FT uses events to fight subscriber churn and enjoys a spike in site usage

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