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‘FT’ introduces new audience metric

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London—The Financial Times Wednesday launched a new audience metric, it's calling 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.

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