‘Events and subscriptions will fortify the FT brand’

The Financial Times will remain robust by continuing to extend the brand into conferences and events and by increasing its focus on digital subscriptions, according to its global commercial director Ben Hughes.

Hughes spoke to Marketing Week after the unveiling of the FT’s full-year financial results this week, which beat analyst expectations.

The results show that the FT and FT.com were profitable and outperformed the market, despite double-digit revenue declines caused by tough market conditions for financial and corporate advertising.

Conference revenues are up 5% year on year and Hughes adds: “The conference and events business is going from strength to strength. At a time when print advertising is clearly on the wane we have to be looking for different revenue streams.”

Hughes says the FT has focused over the past three to fours years on adapting to the structural changes within the industry. Overall, FT content revenues increased by 15%, with a 43% rise in FT.com subscription revenues.

FT.com operates a pay-for-content model and in 2009 it increased online subscriptions by 15% to more than 126,000 together with 750 corporate licences.

Hughes says: “We believe that if you are charging for content in print, then there is no reason why you should not do that online.”

Ad revenues saw a double digit revenue decline. However, Hughes says: “I don’t think print is dead.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here