FT's third way finds success

Hong Kong - The Financial Times online strategy of allowing users to click through to FT.com content free of charge up to six times has paid off handsomely, with the strategy driving unique users up 142% since October last year.

The First Click Free' program allows users to click through to FT.com's subscriber-only content six times with out interruption. Users are then asked to register and can then access up 30 articles before they are asked to subscribe.

Speaking at The Future of Media in Asia forum in Hong Kong today, Angela Mackay, executive director of the Financial Times, said the strategy was working "incredibly well" with more than 142% growth in unique users since October.

"We also get access to their information when they register after that sixth click, so we can provide a lot of information to advertisers and we are obviously looking for new ways to engage with people," she said.

"We may be old but we're trying very hard to be new and I think we're doing ok," she added.