The Financial Times has adopted a bold digital strategy: it refused to tow the line when it came to Apple's policy that takes 30% of sales revenue for sales through the iTunes App Store, instead launching an HTML 5 App which can be downloaded from the paper's own website.
This potentially risky move may well be paying off.
The Pearson Group, that publishes the FT, said that the paper is now receiving over a fifth of its online traffic from mobile devices, such as smartphones and iPads, with a healthy 250,000 digital subscribers across all its subscription packages. According to The Next Web, 100,000 of these subscriptions come from a base of 2000 corporate licences, rather than sales to independent individuals. It was also revealed that the FT Group had recorded overall revenue growth of 6%.
The positive results from the FT group are encouraging for those who would argue that pay-walls can work for niche market publications. The growth in digital sales, 15% of which come from mobile devices, is also encouraging; it shows that it is possible to leave Apple behind and still see digital growth.