Guardian :: The Independent's stripped-down i managed a 9.74% month-on-month surge to 243,321 copies a day. That's 82% up in a year. Maybe it needs constant promotion and spin and maybe there are 43,000 bulk giveaways in that total. But it's still a good example of what a bright print idea can achieve – if you only charge 20p a time.
Over in the world of plump and pink, there's the FT – at £2.50 per weekday and £3 on Saturday, prices rammed up through 2011 as the joys of digital subscription revenue seemed to burgeon. But what has that meant in an era of huge importance for financial news? Year-on-year sales down 16.53%, and 4.2% on December, the worst result anywhere. Over 50,000 foreign copies have gone missing in 12 months.
[Peter Preston:] Contrasting circulation story of the Financial Times and the i gives pointers on how to achieve newspaper success.
Subscription strategies - Continue to read Peter Preston, www.guardian.co.uk