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Financial News Booms, But Not Ads

As financial services firms shrink after years of expansion, the financial media face a similar squeeze -- despite high readership. Increased audiences no longer mean increased advertising, and the companies are being forced to rethink their business models.

Their solutions are varied, depending on the publication. The Financial Times is lessening its exposure to advertising by raising the price of its paper, selling newspaper holdings outside the U.K. and buying businesses that rely on subscriptions. Advertising now accounts for less than one-third of revenue from more than half in 2000.

Bloomberg's response is to look beyond its computer terminal subscription fees and to develop a broader audience for its news wire service, television outlets and other businesses. Under Murdoch's direction, The Wall Street Journal is trying to attract more subscription income by adding more political and news coverage.

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Read the whole story at International Herald Tribune »

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