{"id":1657,"date":"2008-10-13T13:20:23","date_gmt":"2008-10-13T12:20:23","guid":{"rendered":"http:\/\/adrianmonck.com\/?p=1657"},"modified":"2008-10-13T13:52:43","modified_gmt":"2008-10-13T12:52:43","slug":"the-return-of-content-subscription-not-included","status":"publish","type":"post","link":"https:\/\/adrianmonck.com\/about\/2008\/10\/the-return-of-content-subscription-not-included\/","title":{"rendered":"The return of content (subscription not included)"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" alt=\"FT logo\" title=\"Financial Times\" src=\"http:\/\/www.domainedustang.com\/images\/logo_FT.jpg\" class=\"alignleft frame\" width=\"82\" height=\"82\" \/><span class=\"drop_cap\">A<\/span>bout twenty years ago, I went to a farewell dinner for a young man who was leaving the UK to head for Korea. As a news action junkie, I was baffled. The Soviet Empire was in crisis. The Middle East in turmoil. And this guy was going to Seoul for the <em><strong>Financial Times<\/strong><\/em>?<\/p>\n<p>Still, gnawing away was the suspicion that maybe he knew something the rest of us didn&#8217;t. That lingering suspicion from twenty years ago was probably right.<\/p>\n<p><strong>John Ridding<\/strong> is now the <em>FT<\/em>&#8216;s CEO and <a href=\"http:\/\/blogs.reuters.com\/mediafile\/2008\/10\/13\/ft-ceo-spots-green-in-the-red\/\">here&#8217;s his take on what &#8216;market meltdown&#8217; has done for the <span style=\"text-decoration: line-through;\">paper<\/span> brand<\/a> (as told to <strong>Robert MacMillan<\/strong> at <strong><em>Reuters<\/em><\/strong>):<\/p>\n<blockquote><p>\u201cWhat [the crisis] is doing for our readership and audience is pretty remarkable. I think it really underlines this idea that at a time of turmoil, people really do need trusted guides, and are prepared to pay.\u201d<\/p><\/blockquote>\n<p><!--more--><br \/>\nRidding&#8217;s other observations:<\/p>\n<ul>\n<blockquote>\n<li> <em><strong>Do more video.<\/strong><\/em> People apparently like it as it\u2019s resulting in more than a million views a month, Ridding said.<\/li>\n<li> <strong><em>G<\/em><em>et the paper on more formats.<\/em><\/strong> Press hard for online subscriptions as much as print ones. Get it on the Amazon Kindle electronic book reader. Use RSS and other tools \u2014 whatever it takes to get it out there.<\/li>\n<li> <strong><em>Push online use as much as print.<\/em><\/strong> Ridding was proud to say that the <em>FT<\/em>\u2019s dependence on print advertising has fallen to 42 percent, an important point to keep in mind as print newspaper advertising dries up. And don\u2019t get worried about the idea that online use will \u201ccannibalize\u201d print sales, Ridding said. \u201cThe idea of online cannibalizing print is not just wrong, it\u2019s the opposite. It\u2019s proving to be a very effective marketing tool for the newspaper.\u201d<\/li>\n<p>\u201cNo one has necessarily nailed the business model in media, but we feel that we\u2019ve got a pretty strong vision and operation.\u201d<\/p><\/blockquote>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>About twenty years ago, I went to a farewell dinner for a young man who was leaving the UK to head for Korea. As a news action junkie, I was baffled. The Soviet Empire was in crisis. The Middle East in turmoil. And this guy was going to Seoul for the Financial Times? Still, gnawing [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[7,270],"tags":[1863,1859,1860,1857,1741,1862,1856,1858,1861],"class_list":["post-1657","post","type-post","status-publish","format-standard","hentry","category-journalism","category-news-biz","tag-electronic-book","tag-john-ridding","tag-korea","tag-middle-east","tag-newspapers","tag-online-subscriptions","tag-print-advertising","tag-seoul","tag-the-financial-times"],"_links":{"self":[{"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/posts\/1657","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/comments?post=1657"}],"version-history":[{"count":5,"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/posts\/1657\/revisions"}],"predecessor-version":[{"id":1663,"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/posts\/1657\/revisions\/1663"}],"wp:attachment":[{"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/media?parent=1657"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/categories?post=1657"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adrianmonck.com\/about\/wp-json\/wp\/v2\/tags?post=1657"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}