Rob Grimshaw, managing director of FT.com, said the new website would ensure there was coherence between the newspaper and the website.
"Accuracy, authority, integrity are the values of the FT. It's a multichannel world, but we have a single editorial voice. The new design expresses that." he said.
He added that the structure of the new homepage has been designed with the FT reader in mind. "The homepage has broken down the "traditional barrier between news and comment," he said.
The new site packages together relevant stories, regardless of the media used, and includes stories that complement each other within the body of the same page.
Grimshaw said ads on the website will continue to be sold by a team of digital specialists within an integrated sales force. He said the FT was "reaping the benefits" of integrating the sales teams about five years ago.
When asked if there were going to be any cuts in the commercial team, Grimshaw said the FT always tries to "staff appropriately", does not tie itself to "particular levels" and tries to make the right decision at any particular time.
FT.com has 100,000 paying subscribers who have unlimited access and 800,000 registered users. Registered users are currently allowed to read 30 stories a month, but Grimshaw said this might change in the future.
Grimshaw said FT.com charges premium rates for ads because of its premium user base. He said: "But when you do that you must make sure you deliver more, combining demographic information with other means."
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