FT takes controlling stake in content marketing company Alpha Grid

FTThe Financial Times is to significantly boost its advertiser-funded video and digital content by acquiring specialist firm Alpha Grid. Alpha Grid produces branded content across broadcast, video, digital and social as well as events.

The FT is aiming to ramp up its content marketing operation, housed within a new studio operation FT2 launched in September, which will see the newspaper’s tech, media and telecoms editor Ravi Mattu take on the role of editorial director.

The newspaper says that it has seen a 30% surge in revenues from its nascent branded content operation since the introduction of “paid posts”, stories and content labelled as advertiser-funded that appears on the FT site, which has fueled advertiser demand.

For the full story read The Guardian

For the press release click here

The FT Goes Native click here