• Mashable, Wednesday, April 3, 2013 3:46 PM

The Financial Times' focus on data has paid off subscription and ad-wise, according to Lauren Indvik. With a rise in subcriptions "by  more than a quarter in the last five years," this year "the paper expects to generate more money from subscriptions than from advertising," she writes. "That's a big deal in the transformation of our business model," John Ridding, CEO of the FT, tells Indvik.

The "data-driven approach is transforming [the paper's] marketing and advertising, too," allowing advertisers to target campaigns to very specific targets, and use a proprietary reporting tool called Deep View to provide "insight into advertising campaigns and how they perform," writes Indvik.

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