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Global: FT hits all-time readership high

For the first time in its 130-year history, the Financial Times has exceeded a global readership of 900,000. The masthead claims that Brexit and the US presidential election contributed to the surge in subscribers, reaching 650,000 digital subscribers in April – 14 per cent up from the year before. “Last week, we burst through the...

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For the first time in its 130-year history, the Financial Times has exceeded a global readership of 900,000.

The masthead claims that Brexit and the US presidential election contributed to the surge in subscribers, reaching 650,000 digital subscribers in April – 14 per cent up from the year before.

“Last week, we burst through the 900,000 paid-for reader level,” said chief executive John Ridding in a note to staff members.

“Never before in our 130-year history have so many people paid to read the FT… It was a company-wide and co-ordinated push – from our excellent editorial coverage, with a string of strong exclusives and beautifully written features, to smart marketing, customer service and product and tech.”

Mr Ridding expressed hope of reaching the FT’s next major milestone – one million readers.

Vertical video takes off slowly in UK

UK publishers and agencies lag behind the rest of the globe when it comes to embracing vertical video capabilities in their ad campaigns.

Publishers and advertisers are waiting to see proof that vertical video drives business reports that outperform any other video formats.

Deborah King, head of paid social at global digital-first agency Essence, believes platforms need to try harder in order for agencies to reason with the added costs.

“I haven’t seen specific case studies, apart from in the film entertainment sector, that validates vertical video drives X amount of sales or this much brand uplift versus horizontal video.

Publishers such as News UK, Hearst and the BBC have started the ball rolling, paving the way for smaller publishers and agencies.

BBC’s app which introduced vertical videos in November last year, reported a 20 per cent increase in video views per visit.

Ads.txt increases publisher revenues

Traditional publishers’ revenues have increased since the emergence and adoption of Ads.txt advertising standard.

News UK reported a small growth in revenue when it adopted the text file – a tool used to clean up the programmatic supply chain and aims to prevent any unauthorised inventory sales.

Google’s support of the solution has contributed to its accelerated adoption rates and, according to the Internet Advertising Bureau, around 55 per cent of ComScore top 200 UK ad-funded websites have implemented the tool.

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