FT plots 24-hour pay plan for online access
Publish Date: 26/01/2010
The FT are planning to introduce a 24 hour pay plan for visitors to access its online content.
FT.com’s ongoing march towards paid for content has great potentially beyond immediate subscription revenue generation. The crucial opportunity within the paywall model is for publishers to develop close relationships with readers based on data they collect. The traditional print publishing model is failing because of its limited ability to engage readers with two-way communication, in a media landscape where consumers are demanding greater relevance and personalisation in the content and communication they access and receive.
The opportunity presented by the internet and digital devices means every single consumer / publisher interaction has the potential to yield valuable insight which can be used to improve relevance of content and personalisation of services (and advertising). The next step is examining the opportunity to generate revenue through the sale of data, as long as this move is backed up by the correct consumer permission. So the challenge for publishers, and one which brands like the FT seem to be readily embracing, is to successfully capture and harness this insight in a cost effective way.
Alchemetrics specialises in delivering marketing automation solutions through the deployment of its informa® suite. With its campaign management engine, its integrated email and its dynamic questions service, informa® enables streamlined marketing that allows marketers to capitalise on the rich, up-to-date information on contacts, enabling relevance and accuracy to be at the heart of your communication strategy.
If you'd like to discuss your marketing automation requirements, then please contact us and let us demonstrate how the power of informa® will deliver excellent return on your marketing spend.
