Why Climate Coverage Is Good Business at The Financial Times

The publisher hopes to boost subscriptions and retention


The Financial Times is debuting a vertical dedicated to climate coverage, the publisher announced this morning. The move comes as the organization seeks to increase retention rates and drive subscriptions. 

“We think about value in two ways,” head of digital editorial development Renee Kaplan said. “One is delivering more value to our existing subscribers—so, helping with retention—the other is helping with conversion. We have a hunch that [the climate vertical] could be effective to do that.”

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