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‘FT’ introduces new audience metric, iPad app

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London—The Financial Times last week launched a new audience metric—the Average Daily Global Audience. The figure tabulates the number of people who read FT online and in print on an average day.

FT said its ADGA increased from 1.83 million in May of last year to 1.91 million November of last year. The newspaper said it plans to report the ADGA figure every six months.

Tabulation of the figure uses syndicate research, unique user and browser data, FT research and Audit Bureau of Circulations figures. FT said that “duplicated consumption” is removed and that PricewaterhouseCoopers provides “independent assurance” of the ADGA figure.

“It offers our clients and their agencies a new way to better understand and quantify our audience in a multiplatform environment, and we hope it will appeal to other media owners as a useful tool to capture the true number of readers and users of content, in print and online,” Anita Hague, global research director at the FT, said in a statement.

In other news, FT Monday announced the launch of its iPad app, which provides access to FT content such as news, video, market data and investment portfolios.

FT said the app is available for free but is integrated into the newspaper’s metered model, under which registered users can access 10 free articles a month before being asked to subscribe.

The app is available from Apple’s App Store. Hublot, a watchmaker, is sponsoring free access to FT content to registered users via the app through July 31.

“It builds on the 300,000 downloads we’ve already seen for the FT App for iPhone launched last year,” Steve Pinches, lead product manager for FT.com, said of the new app.

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