Chrystia Freeland says FT.com finding new ways to reach readers

Creating an expert forum

For example, Martin Wolf, the FT’s chief economics editor, runs an occasional online economists’ forum, where influential economic guests discuss key issues affecting the global economy. Special guests on FT.com
FT.com regularly invites special guests, such as James Cayne, chief executive of Bear Stearns, to come into the FT’s office, and write a blog, picking up on the day’s stories which most catch their eye and why.
Give access to newsmakers

FT.com lets its readers get access to top newsmakers, via question and answer sessions, with newsmakers such as Sir Terry Leahy, CEO of Tesco, who recently participated in an online Q&A.

Reaching international readers

FT.com is setting up foreign language sites, such as FTchinese.com, to reach readers in other parts of the world, particularly the developing world, who are drawn to the FT’s global brand.

Creating a readers’ community

FT.com tries to create spaces where readers can comment on stories, such as forums, options to post comments after stories, email journalists, and so on.

Citizen journalism

Freeland noted the growing importance of citizen journalism, and of sites like Ohmy News, which lets citizen journalists put up their own investigative pieces. On the other hand, she cautioned against getting too excited by the new trend, noting that many ‘citizen journalist’ sites were quite frivolous, such as Gawker Stalker, where people write in if they see celebrities in the street.

Online networking

Finally, Freeland noted the importance of the internet for online social networking, and suggested this would play a growing role in how news proprietors would approach readers, helping put them together to create a community.

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