Hybrid Subscription Schemes Will Evolve: An interesting story about the FT.com subscription scheme, where the author says that the FT has still to work out how to integrate its online subscription policy with its overall strategy. “The recent research shows that an accessible and high-quality online offering is an important - if not crucial - element in ensuring the success of an offline title, both in terms of defensive and expansionist strategies. It is not an either/or question. The two products work together rather than against each other and designing a strategy that achieves that is crucial for any title that wants to maintain its position in a time of fluidity and ‘earned’ rather than ‘taken for granted’ consumer loyalty.”