FT targets young with mobile phone vouchers

The Financial Times has teamed up with a large newsagent chain, Martin McColl ,to offer young people mobile phone vouchers that entitle them to free copies of the paper. People living in the south-east of England, where McColl shops are situated, are being approached to take part in the offer. The FT is keen to attract younger readers and university students, and believes this may be a way to appeal to them. Those who accept the voucher, which is made available as a text message, can obtain two weeks' of free papers. (Via Brand Republic)