DMNews chats with Greg Zorthian, global circulation director, Financial Times
Q: How successful is the Financial Times brand in the
A: Very. We have an influential readership and major impact on people who are making global business and government decisions. Our journalists are in high demand for commentary on global events, and we have a strong Web site. And, circulation reached an all time high — it was a good year.
Q: What is Financial Times doing to grow its worldwide readership?
A: We have valuable content, and we will distribute it any way the consumer wants it, whether a traditional newspaper, the Web site, RSS feeds or through a mobile device. We have a wonderful Blackberry reader that we offer, so we’ll go to any corner of the world with a different format and distribution.
Q: How does Financial Times’ circulation group interact with sales, editorial and Web?
A: I’ve worked in sales, finance and editorial, so I know that circulation is just a piece of a larger puzzle. We can’t operate in a vacuum or in a silo — which is where many publications get in trouble. What we do impacts Web and editorial ad sales, so we have to be very aware of what we’re doing and how we can all work together to maximize the value of this business. We don’t do things just for circulation, but think about how they affect other segments of the business.
Q: How has Financial Times’ audience in its key markets changed over the past five years?
A: In the
Q: What are your thoughts on the talk of print publications losing circulation?
A: Given the opportunity, I will always toot our own horn. We don’t feel like we’re in trouble, demand is strong for the Financial Times in print. We raised our newsstand price in the
I think some publications have gotten into trouble in the past few years because they haven’t invested in circulation and have taken a less long-term point of view. There are people out there who want to get news and information online. They’re younger and more comfortable with online access, and that’s fine too because we’re selling content and we want to be available any way they want.