Synthetic audiences: where they help, where they stop, and how to run one
Understand and use synthetic audiences to make better decisions whilst understanding the limitations of this method
Guides
Guides to help you overcome a challenge, achieve a goal or simply impress your boss by better engaging, converting and retaining your audience.
148 posts
Designing a more accurate subscription funnel for news media
Lennart maps the different stages a subscriber can move through over the course of their lifecycle in a revised funnel
Before you bundle: how to find out what your subscribers actually want
How do you package subscriptions to drive business growth without alienating the very audience that keeps you alive? Insights from Montréal
What the F Are You Doing? Why frequency is the metric that matters in the AI era
Why the "F" in RFV is the metric that survives the AI era, and how you can develop it
Navigating the community era: key takeaways from the 2026 Future Newsrooms Study
How newsrooms can adapt to the new community era, based on FT Strategies' first Future Newsrooms Study
Steal this strategy: examples of publishers building relationships with readers (and how to replicate them)
Case studies to build lasting relationships with readers: what's working, lessons to take away and articles to dive in deeper.
The New York Times is becoming subscription infrastructure for other publishers
What FIPP's latest data reveals about who is winning the subscription race, and why (with NYT providing the infastructure)
Why I don’t care about your newsletter open rates
There's no such thing as a "good" open rate, but you shouldn't stop tracking this metric
Steal this strategy: 4 membership models succeeding for publishers (and how to learn from them)
How The Guardian, The Kyiv Independent, Condé Nast and Daily Maverick are doing membership strategy right
The reader who left your article early might be your most engaged user
Engagement isn’t a single metric to optimize — it reflects different reader needs and moments, where the same behavior can signal success or friction depending on context