The Economist records double-digit digital growth since Trump inauguration
The Economist announced that it has seen double-digit subscription growth in North America since President Donald Trump was inaugurated.
During President Trump’s first 100 days in office, new subscriptions from digital channels grew 12 percent in North America, year on year, and 16 percent year on year, globally.
The Economist had 1.46 million print and digital subscribers as of Dec. 31. In North America, it had 850,045 print and digital subscribers, with nearly 700,000 of those as print subscribers. Worldwide, The Economist has 345,425 digital subscribers.
In North America, digital subscriptions during the period December 2016 through February 2017 accounted for 35 percent of annual subscription volume, representing a 30 percent increase year on year. Globally, during the same period, digital subscriptions accounted for 33 percent of annual subscription volume, representing a 24 percent increase year on year.
“These impressive growth rates are in no doubt a product of the Trump effect coupled with our smart marketing activities,” said Mark Cripps, executive vice president, brand and digital marketing at The Economist, in a statement. “But most importantly, this success demonstrates a healthy appetite among U.S. readers for The Economist’s mind-stretching journalism.”
During the period leading up to the U.S. election and through the end of April, The Economist employed a variety of marketing tactics to introduce the brand to “globally curious” consumers in the U.S. During this period, The Economist’s digital marketing campaigns improved conversion rates ten-fold compared to typical campaign rates.