The Financial Times’ managing director Rob Grimshaw predicted this week that by the end of the year the Times could have more digital subscribers than it sells print copies. Grimshaw said the paper has been heading in a digital direction over the last four years and currently the organization has 285,000 online subscribers. Even more impressive the Financial Times’ digital subscription revenue is on track to overtake the paper’s ad income in 2012. This success can be attributed to the news organization’s pro-active approach in adapting to online content earlier and by making online subscriptions paid instead of free.
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