The FT’s year in brief: where we've focused and where we're headed

This post explores what the FT has been prioritising, and how we're looking to continue to add value for readers.

We're publishing more editorial content on the topics that matter most to our audience, and in particular the big themes impacting business.

Our vaccine tracker attracted huge international attention as it helped readers understand the speed and success of rollouts around the world.

Visit the vaccine tracker

Much is still uncertain about what the rise of crypto might eventually lead to, but the FT has kept readers informed on the fast-changing digital asset market, including China’s crackdown on cryptocurrency mining and what influences cryptocurrency values.

Visit the FT's cryptocurrencies hub

The FT’s analysis has helped readers understand the impacts of climate change from a business, economic and political perspective. Take a look at the Climate Capital video below where FT writers and experts discuss Elon Musk's climate record and ask whether his green credentials stack up.

Visit the FT Climate Capital hub

The FT provides in-depth analysis on China’s significant role in the world’s economy. Much of the world’s economic and environmental issues cannot be solved without engagement with China.

Visit the FT's China topic page

As technology continues to impact all aspects of modern society, the FT has explored the implications of tech advancement across industries. The FT’s innovation editor John Thornhill leads the discussion in the Tech Tonic podcast.

Visit the FT's technology hub & listen to Tech Tonic

The access of the FT's editorial team to senior leaders in business and politics provides unique opportunities to surface stories for readers that they wouldn't be able to find anywhere else. The FT is renowned for publishing exclusive content and scoops that move markets. As all stories are double-sourced, they're also instantly trustworthy.

Below are a few examples of top-read FT scoops from 2021:

• China tests new space capability with hypersonic missile
• England’s NHS plans to share patient records with third parties
• Credit Suisse removes senior executives after $4.7bn Archegos losses

While the editorial team is focused on reporting the biggest global stories impacting business, it's also been committed to bringing these stories to readers in new formats that can enhance understanding or unpick complex situations more easily. This has included email briefings, as well as audio content and data visualisation.

There's also been a push to produce more long form, original journalism in different styles:

• News in-depth
  Readers can explore the news in-depth where topic expert journalists draw significant conclusions on stories and events.
  
• Explainer
  Explainers provide a background explanation to a storyline that might be complex in its nature, ensuring news stories are accessible and understood by all readers.
  
• Deep dive
  Long form in-depth reporting focuses on topics across the news providing readers with a valuable resource of information for complicated topics. The FT’s Big Read section is expanding its long form coverage.
  
• Feature
  Features are home to content distinguished from other genres by its leisurely pace, length and narrative approach. In turn, features provide an element of the news to readers as well as humanise, educate and entertain.

Newsletters covering topics ranging from ESG to the business of sport are already part of the FT's offering, and this stable of specially curated briefings is growing. Part of the FT's appeal is its way of distilling lots of information sources and then delivering the key things readers need to know in a concise and entertaining way. Email newsletters and podcasts offer an ideal outlet for doing this, as proven by some of our most popular new briefings and podcasts launched this year:

• Europe Express
  This newsletter distills the latest news driving the European agenda with our team of European specialists. Sign up here.
• Unhedged
  Robert Armstrong dissects the most important market trends and discusses how Wall Street's best minds respond to them. Sign up here.
• Disrupted Times
  This is an essential newsletter on business and the economy in a world transformed by the pandemic. Sign up here.
• Working it Podcast
  This podcast looks at how we’re working differently and explores ahead-of-the-curve workplace trends, the big ideas shaping work today — and the old habits we need to leave behind. Listen to the latest episode here.
• FT Weekend Podcast
  Hosted by Lilah Raptopoulos, this podcast showcases inspiring conversations, in-depth storytelling, and escapism. Listen to the latest episode here.

Data journalism is another key reason why readers subscribe to ft.com. Now more than ever, richer data visualisation enhances articles on FT.com and in our apps.

Statistics and charts provide deeper insight into news stories and aim to help readers interpret data at pace. By covering in-depth statistical issues and producing original analysis, data journalism helps readers to get the maximum understanding from FT content.

By using more graphics and visuals in FT content, readers can easily digest the information in front of them and use it to make better and more informed decisions. Here are a few of the most popular recent examples:

• Covid-19 vaccine tracker: the global race to vaccinate
• Inflation tracker: the latest figures as countries grapple with rising prices
• Where have weather records been broken so far this year?
• Nuclear fusion: why the race to harness the power of the sun just sped up

We are continually listening to feedback and gathering insights from corporate subscribers about their information challenges. New ways of working gathered pace during the onset of the pandemic, and the FT developed new products and features to help organisations adjust to the increasingly digital nature of work.

Additional content sharing capabilities though Enterprise Sharing and an integration with Microsoft Teams both address the need for organisations to keep employees well-informed on stories related to their industry or adjacent sectors. The FT Community pillar focuses on enabling professionals to network and providing online spaces for knowledge exchange. The first of these is a new community for members of company boards.

The launch of Enterprise Sharing has enabled customers to share FT articles more widely with clients and colleagues. Enterprise Sharing allows for frictionless sharing of FT article links, regardless of whether recipients have FT login credentials or not. By sharing FT’s analysis and insights, subscribers can initiate conversations, build relationships or spark debate.

Find out how to gain access to Enterprise Sharing here.

Continuing along the theme of frictionless sharing and collaboration, corporate subscribers can now integrate FT content into Microsoft Teams. The integration with Teams allows users to facilitate remote discussions and use the FT as a reference point for new ideas or potential risks.

Register your interest to find out more.

FT Board Director is an example of a newly-launched FT Community and offers members the latest intelligence for corporate boards, virtual events and practical peer-to-peer networking.

Members receive weekly email briefings with news and resources for boards and the option to attend regular virtual events where world-class speakers discuss future challenges and opportunities. In addition to attending events, members can take part in ‘Chatham House style’ virtual discussions where members share experience, expertise and solutions with other board members.

With access to topics most important to them, members access an authoritative space to discover, debate and exchange ideas across board matters, strategy, risk, corporate governance, ESG and technology. With the latest intelligence at hand, boardroom leaders are equipped to navigate challenges and lead in their business.

Discover how to become a member here.

Our client-facing teams are always speaking with our customers in order to better understand their needs and how their FT Group Subscription is providing value. A recurring theme in those customer conversations more recently has been the requirement for collective intelligence. Virl Hill is head of worldwide business development & strategy at Microsoft and explained the importance of providing all employees with trustworthy news sources.

“It’s very difficult to discern legitimacy and illegitimacy in today’s world.” He said. “For trusted brands like the FT, it’s more important than ever for those publications to reassert that value proposition and reassert that they are the places where you look for the truth.”

It could be argued that the need for accurate, global coverage is perhaps heightened further in the context of advising clients. At EY Japan, an FT Group Subscription ultimately equips the firm with the knowledge to provide better strategic guidance. Global client service partner, Andrew Cowell outlined the importance of demonstrating commercial awareness in external conversations. “Speaking to a client and being able to reference that you saw something in an FT article, and making those links, just makes everything you’re saying even more current and relevant.” He explained.

Alongside enhancing commercial awareness to support client conversations, the FT’s ability to make connections between sectors and regions has also helped in identifying emerging trends, opportunities and risks. Brian Maddox is a senior managing director for corporate communications at FTI Consulting and reads the FT for its monitoring and explanation of the impact of trends.

“Three things may make a trend but it matters considerably which three things you’re picking,” Brian observes. “The FT is a trustworthy source that isn’t driven by a political agenda.”

While the awards won over the past year are evidence of the strength of the FT’s journalism, the ultimate validation comes from those customers who continue to recognise the benefits of high-quality market intelligence. By investing in new tools, features and reporting on the topics that matter most to readers, we’re confident that the FT will drive even more value for subscribers heading into 2022 and well beyond.

Help your team make better business decisions with the FT’s trusted commentary and analysis. For more information about how the Financial Times can help your organisation or to request a free trial, please get in touch.