The Financial Times (FT) is to allow users to access its website for free for a day to celebrate 20 years since first launching the site.
FT.com, usually metered, will be made freely available for 24 hours from 12:01am BST tomorrow morning (Wednesday 9 September). Readers will also be able to access “exclusive content” during the window.
Jon Slade, the FT’s managing director for B2C operations, said: “As FT.com continues to set the global benchmark for international business, finance, economic and political news and analysis, it’s important that we promote the value of the product in the right way to the right audience.
“We want to create an opportunity for as large an audience as possible to sample and engage with our world-class journalism.”
Will Frappell, client partner and head of investment at Essence, added: “Successfully reaching an audience of young professionals in their busy, multi-device everyday lives takes unrivalled insight and planning. With this latest work for the FT we’re continuing to push what’s possible on mobile, desktop and out of home advertising.”
The FT – recently sold to Japanese media group sold to Nikkei for £844m ($1.3m) – first launched its metered access model eight years ago.
The newspaper claims its global paid-for circulation has increased 9% year-on-year to 737,000 across print and online, with digital subscriptions up 14% to almost 520,000, representing more than 70% of the FT’s total paying audience.