That Nikkei was willing to shell out £844m for the Financial Times Group, or about three times more than its true “worth” based on profitability, is a testament to the value of a digital news and marketing strategy done right, as Frédéric Filloux explores in his Monday Note.
Over the last years, the FT has not deviated from a digital strategy based on limiting as much as possible its reliance on intermediaries.
No Facebook. No Apple. No help needed. Just a well-respected news product delivered directly to the right people (who have expense accounts to pay for it). In fact it’s a delicious irony that the FT pulled out of Apple’s ill-fated Newsstand app only to exert a positively Apple-like control over its own content and delivery mechanisms.