FT.com finds new revenue stream

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FT.com finds new revenue stream

Daniel Thomas
FT.com expects to make 50% of its revenue through paid-for content by the end of the year, the Financial Times' Web site said this week.

The Pearson-owned Web site said its subscription service, which offers two levels of access to FT.com analysis and comment, will account for 10% of its revenue, while the site's content sales operation, which sells relevant content to companies for use internally, will drive 40% of its revenue, FT.com said.

Nigel Stockton, director of content at FT.com, said creating non-advertising-based revenue streams was a vital step for the company. In 2000, he said, FT.com made 94% of its revenue from advertising on the site.

"It was very important to build up three strong revenue streams," Stockton said. "This is not something we have taken lightly. It took us four or five years to understand exactly what our users wanted.

"The type of content is key, as customers will only pay for something that is unique, such as insight and comment."

Revenue from content sales, which is based on technology from content management software and services firm divine, has grown by 80% in the past two years, Stockton said.

"We generate 650 articles a day from 300 sources so there is an enormous amount of data in there," he said. "The technology allows us to slice and dice content across different formats, whether it be to a desktop, company intranet or mobile device."

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