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The Media Martini: Referral Traffic, Woman’s Day at 75, the New

Happy Friday!  It’s time for our weekly pick of the most interesting stories in media. Cheers!

1. The Financial Times Reveals its Fastest-Growing Source of Online Readers

The Financial Times' social media communities are said to be the fastest-growing source of referral traffic to FT.comStrategyEye Digital Media posted this week on the announcement by The Financial Times that social media is the fastest-growing source of online readers. The FT’s infographic, based on the last six months, provides all the details. According to StrategyEye, referral traffic from Twitter, Google+, Facebook and LinkedIn to has risen 20% in the period — “suggesting that sharing to sites such as Facebook is indeed leading to more page views.”

StrategyEye adds, “Like other niche business-focused publications such as The Economist, the Financial Times seems to be successfully adapting its model to embrace swelling online readerships and shrinking print circulations, as consumers increasingly access news content on desktop and mobile devices.”

2. After 75 Years, Woman’s Day Celebrates, But Is Not Looking Back

Stuart Elliot of The New York Times covered the 75th anniversary of one of six remaining “women’s service magazines” last week. He reports that the Woman’s Day marketing and editorial teams “decided not to do a look backward” in October’s anniversary issue. This despite what Elliot calls a “comfort marketing” trend: anniversaries for iconic brands have been popular lately, and Woman’s Day readers “love seeing a tip from 1942 that still makes sense for their lives today.”

Instead, the brand focused on the future:  “making itself available online as well as on mobile devices and tablets,” and keeping up with newsletters, Facebook, Google +, Pinterest, Twitter and the rest.  Happy anniversary — and many more!

4. Launches a New Home for Embedded Systems Designers

Congratulations to the UBM Electronics team, which is celebrating the relaunch of as a standalone website for embedded systems designers. According to content director Colin Holland, “the new will offer community features that enable developers to share their own content, ideas and experiences directly with the community and will bring users into the conversation through moderated discussions, blogs, and a full suite of multimedia content such as video and audio.”

Congratulations to the team at Modern Media client UBM Tech for the launch — we’ll have an extra martini for you tonight, since our founder & CEO used to sell classified ads for the original Embedded Systems Programming magazine!