Online traffic to the Australian Financial Review jumped by 89% following a summer promotion which offered free access to web content.

The ‘Summer Financial Review’ activity also presented new digital users with free access to the iPad app, with downloads up 20% since campaign launch.

The AFR has also received 25,000 more registrations since the campaign and partnership with Westpac kicked off.

Fairfax said those who registered for the ‘Summer Financial Review’ received an “enticing” offer as the publisher attempts to convert the sign-ups into paying customers.

The AFR is also set to adopt a new metered payment model, which allows free access to a set number of articles per month.

An update to the look of the newspaper and website is also on the cards as are the launch of new digital products, partnerships and platforms.

Brett Clegg, chief executive and publisher of the Financial Review Group, said: “We’ve been astounded with the take-up of the ‘Summer Financial Review’. The results far exceeded our expectations. It has proven to be a great opportunity for anyone who was yet to experience our digital products.”