財政上の Times hopes faster website will 上げる readership
By Jessica Toonkel
Oct 4 (Reuters) - 財政上の Times, one of the 開拓するs of 非難する for 数字表示式の content, is betting that スピード違反 up its website FT.com will help it 保持する and grow online readership, 大統領 Officer John Ridding told Reuters.
The London-based 出版（物）, which is 推定する／予想するd to 明かす its new website Tuesday, has halved the time it takes a story to 負担 on desktop to わずかに over one second. 動きやすい 装置s can now 負担 a story in a little over 2 seconds, 負かす／撃墜する from 6 seconds.
FT hopes 上げるing the 速度(を上げる） of its 場所／位置 and 追加するing more personalization will help it 保持する and grow its 数字表示式の 加入者 base at a time when more people are 接近ing news content online for 解放する／自由な.
FT has 設立する that readers are 5 パーセント more engaged in the 場所／位置 when the time it takes to 負担 an article is 減ずるd by just one second, Ridding said in an interview on Friday.
財政上の Times is 開始する，打ち上げるing the faster 数字表示式の 場所／位置 at a time when readers are ますます going online for content, often to other 壇・綱領・公約s like Facebook Inc.
Ridding said 財政上の Times, like many 出版（物）s, must balance working with social マスコミ 場所／位置s to raise 認識／意識性 of its content with making sure it has a direct 関係 with readers and 接近 to the data around their 見解（をとる）ing patterns.
To that end, FT 地位，任命するs article on Facebook, but is not part of that 場所／位置's Instant Article s news 申し込む／申し出ing.
"It's a 広大な／多数の／重要な marketing 適切な時期," Ridding said of 壇・綱領・公約s like Facebook. "But 設立するd publishers have to be careful of 存在 disintermediated from their audience."
財政上の Times has more than 800,000 subscriptions, two-thirds of which are 数字表示式の. "We have had 二塁打 digit growth year over year," Ridding said.
At the same time, 歳入 from advertising versus subscriptions has flipped over the past six years. "In 2010, 井戸／弁護士席 over half of (全体にわたる) 歳入 was advertising," Ridding said. Now that is closer to 40 パーセント, with 60 パーセント coming from subscriptions.
In an 成果／努力 to 上げる advertising, 財政上の Times has started 焦点（を合わせる）ing more on 非難する advertisers based on how much time readers spend on their 広告s as …に反対するd to how many people clicked through an 広告.
Ridding said FT can also 知らせる advertisers about 明確な／細部 segments of readers, such as board members or German 商売／仕事 旅行者s, who 見解（をとる）d and 広告 for a 明確な／細部 period of time.
(報告（する）／憶測ing By Jessica Toonkel; Editing by David Gregorio)
