Media is powerful, and that is why earned media is expensive, as it competes with these prices. The earned media must be more news-worthy than the paid one.
The digital edition charges around 88 USD per thousand visitors on the page. That means they will charge at least 88,000 USD for million visitors on their website which is just <6% of FT's monthly unique visitors. Earned media is often seen more than that making it more valuable in terms of pricing.
Minimal prices for anything at FT, start around 20,000 USD.
Minimal prices for anything at FT, start around 20,000 USD.