Magazine article Information Today

Life at the Financial Times: A Chat with Caspar De Bono

Magazine article Information Today

Life at the Financial Times: A Chat with Caspar De Bono

Article excerpt

When the Financial Times rolled out its innovative licensing model 20 months ago, the news about the business model caused quite a stir in the industry. "People were concerned about the news initially, but that time has passed," says Caspar de Bono, managing director of the Financial Times Business (FTB). "We explained our objectives, assembled a customer advisory board in London and New York, and increased our customer base in the process."

For de Bono, the FT made sound business decisions along the way. Its strategy of conviction, focus on the market, and sharing the purpose of refinements with readers helped pave the way for a smooth transition going forward, he says. "We have a transparency about price, and we are engaged with our audience," he says. "And we've been reaping the benefits of having a direct relationship with our readers."

He cites the importance of having "platform-neutral news," which is available in just about any format, from print to online to mobile, including a new iPhone app. "We're keeping a flexible approach," he says. "We let user demand drive the decision which platform to use."

The FT's global correspondents pride themselves on keeping tabs on the world economic situation, along with news and trends as they arise. "We're continuing to do well in reporting on the global financial picture," says de Bono. "When the news about Dubai's debt difficulties broke, our editorial team was there reporting the news in the FT in the context of the situation."

For the record, the FT's digital side "is doing quite well," according to de Bono. …

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