Financial Times to make content free in online ad move

The Financial Times is to make its content free to all internet users as it looks to derive more revenues from online advertising.

Following an announcement last month that the Wall Street Journal may do the same, the newspaper is changing its subscription model to allow users to view 30 articles a month for free. Its previous policy was to allow only subscribers who paid £100 or £200 per year access to its content.

The change will come into effect from the middle of October and will erode the estimated £9m a year that the subscription fees add to the Financial Times' coffers. However, the trend for firms to move towards online advertising suggests that the move was inevitable.

One analyst told the Independent that once media magnate Rupert Murdoch, who owns the Wall Street Journal, "lets the cat out of the bag, it will be difficult for anybody to put back in there again".

Other changes set to be made to the Financial Times website include a redesign, new columns and more blogs.

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