Comment by dredmorbius

FT is (largely) subscriber-supported, AFAIU.

Though I don't know their revenue breakdown.

Somewhat famously, the similar (though unrelated) Economist relies on three revenue legs: subscriptions, advertising, and bespoke consulting through the Economist Intelligence Unit (EIU), roughly evenly distributed. The fact that these have different economic-cycle behaviours also helps stabilise the newspaper's income.