Features

How media organisations bolster their journalism with trusted sources through syndication

In today’s society of fleeting news and a requirement of 24/7 coverage, journalism has become a commodity. No longer is it the trusted medium that we saw in the twentieth century, the resolute staple of every businessperson’s day-to-day - but that doesn’t mean it shouldn’t be. With volatile politics and corporate movements, trust is a constant requirement in our consumption of quality news, and yet it remains a challenge to achieve that today. 

With media organisations all competing for the consumer’s attention, there are now more ways than ever to read news, in areas across the physical and digital world. Through social media and new technologies launched every year, the traditional media business models have been altered for good. 

Whilst this can come with threats to traditional media, it also comes with huge opportunity. The increased consumption of news has lead to certain news and media organisations being able to reach beyond their traditional and domestic market easily, if they’re ahead of the curve. FT Editor Lionel Barber refers to this insatiable need for a 24-hour news cycle as a stampede for clicks that has flattened reporting and dumbed down headlines.

These days, the half-life of a hot scoop is between five seconds and two hours. The days when the world would wake up to a world-beating financial exclusive on the front page of a newspaper are long gone.

Lionel BarberEditor at the FT

But, should an organisation see that clicks and views can be achieved in a more appropriate way, with richer multimedia content that creates relationships with their readers, thereby increasing their engagement, then they can thrive. In competing with the vast swathe of free information, you have to offer content that’s worth paying for, providing high-quality content that will attract, retain and build a relationship. 

This is tough. But not impossible, and never more important. 

For a media organisation, the insights and coverage you share with your audience doesn’t just have to be your own. Offering your own quality journalism alongside trusted, unbiased insights, analytics and news content adds weight to your content, making your resource a valuable one for readers to want to come back to.

The FT has been trusted by over 4,000 organisations to distribute high-quality journalism. But, did you know that every year, over 55,000 of the FT’s articles are republished across the globe by media organisations? Not only are these being used to ensure the content being pushed to audiences is accurate and trusted, but also to provide a level of kudos to the publications that republish through FT’s brand name. 

Addis Fortune in Greece has seen a tangible impact and significant rise in demand after syndicating FT content. “Two months after we launched the syndication of FT content, the response from our readers has been simply overwhelming,” says editor Tamrat Giorgios. “The increased level in demand was causing (our vendors) to run short of printed copies out in the market. So true, we were quickly required to increase our printed circulation more than 20%.”

But it’s not just rise in demand; BusinessDay in Nigeria has seen growth in their reputation in their space. Frank Aigbogun is the publisher of the business and finance publication. “We use the FT’s republishing service to drive reputation building and accumulation of paid subscribers, as well as driving advertising,” he says. 

We use the FT both from the point of view of news, opinion articles and videos. It fits very well with our proposal which is to produce high quality, accurate journalism. And to deal with big topics too. It has a broader, more global vision that is slightly more open to the world.

Raquel BalarinDigital content director of Valor Economico

Over 80 media businesses worldwide benefit from the FT’s investment in quality journalism, using FT content to grow their readership and their revenue. In times of lay-offs and closures, the FT offers the essential content at a competitive price to retain readers. 

Syndicating FT content enables customers to:

  • Enhance their own media with high quality content and an international perspective
  • Gain a competitive edge by attracting and retaining more print and online readers
  • Fulfil the growing demand for authoritative business and finance information
  • Capitalise on the respected FT brand, known for its authority, objectivity and integrity
  • Maximise advertising potential

How FT syndication works

Syndication partners can choose the FT content that’s most relevant to their needs, in the form of news, features, videos and more. They can publish it in a wide range of media formats – including newspapers, magazines, websites, mobile and handheld devices, books and marketing materials. 

Interested in finding out more?

Republishing FT content can be done on a regular or ad-hoc basis, and if you want to find out more about how it can benefit your organisation, you can get in touch with one of our support team here.

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