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‘FT’ introduces new metric for combined print and digital paid circulation

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London—The Financial Times announced Thursday a new circulation measure that tabulates the total number of people who access its paid content via print and digital means. The publisher said it will release this quarterly, in addition to print circulation data produced by the Audit Bureau of Circulations.

FT said its figures show that 563,026 people accessed paid FT content daily between May 31 and July 4. This figure consists of average daily newspaper sales plus active FT.com and e-reader subscriptions. The data are supported by Deloitte.

This additional metric follows the introduction of the FT’s average daily global audience figure (ADGA), which was introduced in May.

“Traditional single-channel audience measures only tell part of the story of the FT brand’s health in today’s media landscape,” John Ridding, CEO of the Financial Times, said in a statement. “Our readers are increasingly platform-neutral—consuming FT content in print, online and on the go throughout the day—and our approach to measurement should reflect these new patterns and platforms.”

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