FT Introduces Metric for Paid-Content Measurement

The Financial Times has launched a new measure that calculates the total number of people who access paid-for FT content every day.

The new 'Print and Digital Paid-for Circulation' metric will be released every quarter, in addition to print circulation data produced by the Audit Bureau of Circulation (ABC).

It adds to the FT's existing ADGA service, which it launched in May to measure the number of people who read its news in print and online, and which it is hoping to roll out across the newspaper industry.

'Traditional single-channel audience measures only tell part of the story of the FT brand's health in today's media landscape,' states CEO John Ridding. 'Our readers are increasingly platform neutral - consuming FT content in print, online and on-the-go throughout the day - and our approach to measurement should reflect these new patterns and platforms.'

Web site: www.ft.com .