The Financial Times is the Publisher of the Year at the Digiday Awards Europe
The Financial Times is the Publisher of the Year at the first-ever Digiday Awards Europe. The win was decided by public vote, with the daily newspaper garnering 36 percent of the vote. (The Economist was in second, with 30 percent of the vote.)
FT also took home the award for Best Publishing Innovation in Advertising for its “Paywall Pause” campaign to attract new readers.
In the last 12 months, the Financial Times has gone all-in on increasing paid subscriptions thanks to the belief that more revenue will come from these subscriptions, not from advertising. The “Paywall Pause” campaign, which was aimed at getting new subscribers, was based on this belief. Digital agency Essence created a five-week campaign to combat the assumption that the FT was a stodgy newspaper for people who understood everything about finance. The campaign warmed potential new subscribers up to FT content, then the publication lifted its paywall for a full 24 hours so that new readers could read the content in full.
See the full list of winners here.