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Financial Times Media

FT muscles into branded content with controlling stake in Alpha Grid

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By John Glenday, Reporter

June 16, 2016 | 1 min read

The Financial Times has affixed its sail to the branded content mast after taking a controlling stake in content marketing specialists Alpha Grid.

Upping the ante in the fields of digital and video the FT is set to use its acquisition to enhance its advertiser funded content as part of a general upscaling of its FT2 content marketing operation which launched last September with its own studio.

Overseen by the titles tech, media and telecoms editor Ravi Mattu the division has helped the FT to a 30 per cent increase in revenues, driven by the introduction of paid for posts , stories and other content demarked as advertiser funded on the FT website.

FT chief executive John Ridding said: “Alpha Grid will further strengthen the FT’s presence in branded content, especially in the area of digital and video. We have been working with the team for some time now and feel they are a strong fit for our strategy and ambitions.”

The FT itself was purchased by Japanese media firm Nikkei from Pearson last year.

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