En Financial Times sí saben qué hacer

Bien por John Ridding, CEO del Grupo FT que sabe lo que tiene que hacer. No cree que haya que competir con los creadores de volumen (tráfico). Las ganancias de una empresa de contenidos no van por el lado del volumen sino por la calidad del contenido que producen: el volumen ayuda a la publicidad, pero la relación directa de una empresa de contenidos no debe ser con los anunciantes sino con los lectores. Lea la entrevista publicada en TheMediaBriefing.

We were very conscious at the get go, of not being isolated. Our approach was to have this funnel and try to be flexible. Obviously our mission in life is to bring as many people as we can as deep into the funnel as possible, but to do that you have to have a funnel. If you just whack up a wall you are going to lose those people. 

On the other side there are publishers who feel they can play the volume game. I disagree with that for two reasons. One is that I don't think you can play the volume game against Google, Facebook and LinkedIn. They do a lot of volume. And more fundamentally, it is healthy to derive your main revenue from the content you produce. Advertising is a wonderful and valuable addition to that, but the direct relationship has to be between the publisher and the reader of the content.