Good writing. Creative writing. And delivering this multiple ways. They have an audience that works at multiple levels. Universities - Send free or hugely d

Good writing. Creative writing. And delivering this multiple ways. They have an audience that works at multiple levels. Universities - Send free or hugely discounted copies of the newspaper to universities or departments with people likely to stick to their content. Free giveaways - Station people at underground stations across London with copies. It's more attractive than Metro. Corporate subscription - If a company buys unmetered access for all staff, this is really habit building, and lets people explore. Aside from the above, this is how I was hooked not to give it up, as the value becomes enforced via exploring. This is very similar to the point the article makes "The idea is that for a nominal amount you can read as much as you like, and that creates a habit." Editorial - Reflects this. It is not 'city boy' speak. It makes efforts of similar publications' business sections look like shoddily written and put together opinion pieces appeasing their respective editors across a spectrum of readers. [I'd contrast this to The Economist which often lacks the quality The FT has for insight. In many cases it is FT Lite.] Actually useful - Walk around a bank and not see a copy. When working in a job in the City it was encouraged for new hires to include it (and other sources) in daily/weekly brainstorming meetings. This includes toilet breaks sitting reading the FT while putting the world to rest. A lot of content is actually free - A lot of the non-daily-news sections are always free online. Particularly editorial, multimedia, things via RSS (they still do RSS). Clearly I'm sold. The reasons above are why. Tangentially, they seem to have very low staff turnover and a clear vision and culture for achieving their vision.