The Financial Times Discovers That a Paywall Is Not a Panacea

The Financial Times is going through some financial hard times, and it’s down to print advertising, not the (successful) paywall.

Matthew Ingram:

Lamont said in his memo to FT employees that print revenue at the paper has been “far softer than expected in the first quarter of the year.” According to Politico, media measurement agencies like Enders in the U.K. estimate that between 2010 and 2018, the mainstream print industry’s share of display advertising will fall from about 30% of the total to under 10%.

Here’s a prediction for you: it won’t be reader disinterest that kills off the majority of print newspapers – it will be advertisers pulling their money out and putting it elsewhere.