Driving reader subscription via addressing user needs. The FT with more than 900,000 paid for customer created its own engagement metric that correlates directly with retention and it knows the commercial value of every additional engaged user. But engagement isn't driven by commercial goals - it emerges from addressing user needs. FT has come up with a strategic framework wrapped around User Journeys, that helps users to form a habit - and drive subscription numbers.

Between reader revenue and advertisement revenue, how to balance the scale.

Ken is 'subscription only' site from India that vertically segments the audience and presents content that appeals to the segment of the readers who pay for it. It publishes just two stories a week, well narrated and analytical that subscribers wait to read them. Listen to the Ken story.