FT.com offers free subs to Facebook students
Posted by Jean Yves Chainon on March 6, 2008 at 9:51 AM
More of a business strategy than editorial, but according to paidContent:UK, FT.com is start giving free subscriptions to college students via Facebook. The Financial Times will launch an app that gives users a PIN code that can be used to get an annual premium subscription.
The application will only be accessible to Facebook users who are registeres as students. Subscriptions expire after 12 months but can be renewed for up to four years - about a £400 value.
"We're an old and august brand but we respect and admire a brand like Facebook," said FT.com publisher Ien Cheng.
"There are users on the internet who don't know FT all that well yet. Students are relatively unlikely to pay money for a subscription but they are our future readers. It's a great way for an old brand to promote itself to a new audience."
Apart from being a sound strategy to attract some business-minded Facebook users, Cheng also said this move is part of the FT's strategy to gradually make its content free based on readership segments.
"It's part of the general trend to making it free - but in a segmented way."
Source: paidContent:UK
The application will only be accessible to Facebook users who are registeres as students. Subscriptions expire after 12 months but can be renewed for up to four years - about a £400 value.
"We're an old and august brand but we respect and admire a brand like Facebook," said FT.com publisher Ien Cheng.
"There are users on the internet who don't know FT all that well yet. Students are relatively unlikely to pay money for a subscription but they are our future readers. It's a great way for an old brand to promote itself to a new audience."
Apart from being a sound strategy to attract some business-minded Facebook users, Cheng also said this move is part of the FT's strategy to gradually make its content free based on readership segments.
"It's part of the general trend to making it free - but in a segmented way."
Source: paidContent:UK
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