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How the Financial Times measures quality reads

How the Financial Times measures quality reads

The Financial Times is driving paying subscribers through smart use of analytics to monitor what they care about.

There are lots of interesting details in Lucinda Southern's piece on the Financial Times hitting 1m paying readers. This, in particular, is interesting:

A new metric, called Quality Reads, shows the percentage of page views where the reader has read at least half of the article, estimated by time on page, scroll depth, and what it knows about how subscribers interact with similar content. The news desks then get weekly, desk-by-desk analytics reports.

That's a smart iteration of the standard “time on page”-style metrics.

As always, if you want to make a paywall succeed, you need to pay deep attention to how your paying customer behave on site.

Written by

Adam Tinworth   Adam Tinworth

Adam has been a blogger for over 20 years, and a journalist for more than 25. He currently works as a consultant and trainer, helping people do better, more engaged online journalism.


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