Advertising weak at FT but online subscriptions up 22%

LONDON - The Financial Times has experienced a "weak" third quarter for advertising but FT.com has increased its paid subscriber base by 22% in the past 12 months.

now has 121,000 subscribers, equivalent to 8% of its registered user base of 1.6 million and more than a quarter of the circulation of the Financial Times print edition.

The FT's six-month average circulation was 411,098 copies in August 2009, down 6.7% year on year.

Online subscriptions are priced at £155 (standard) and £207 (premium), while delivery of the FT's print version is thrown in for £519.

The proportion of subscribers to registered users has diminished since the end of 2008 when it was 11%, with 109,609 subscribers against 966,000 registered users.

Growth in registered users has been strong as FT.com has heightened restrictions to content to people who are not registered.

, allowing them to read five articles per month without registering, it has since reduced this allowance to two articles per month. The allowance for registered users has come down from 30 articles to 10.

Details on FT.com's subscriber growth were released in summary of parent company Pearson's trading for the first nine months of 2009.

The update also stated that at the Economist Group, which is half-owned by Pearson, advertising remains weak but subscription and content revenues continue to increase.

The whole Pearson group, which includes educational publishing and Penguin books, reported a 20% rise in sales for the first nine months of the year.

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