The Economist starts new TV ad campaign in the U.S.
The Economist announced Wednesday that it has launched a television ad campaign as part of its expanded U.S. marketing program.
The ad, titled “The world needs another Economist reader,” was created by Economist Films and marks the first time that this unit has created a commercial to represent The Economist publication.
The ad invites viewers to get a clearer view of some of the hottest topics of our time, from North Korea and the nuclear threat, to health care and President Donald Trump’s relations with Putin and Russia. The commercial is an on-screen example of how The Economist helps its readers make sense of a “noisy, chaotic, confusing world,” noting the need to “separate fake from fact.”
The ad asks viewers to call, text or visit a website to receive a free copy of The Economist.
The ad will air in October and November on national cable networks and in key target markets including San Francisco and Washington. The media buy also included a national broadcast spot on the “Late Late Show with James Corden.”
“We believe the world needs more The Economist readers, and we are investing in mass media channels, such as TV, to take advantage of demand for our content,” said Mark Cripps executive vice president, Brand and Digital Marketing at The Economist, in a statement.
The United States is the biggest market for The Economist, with 57 percent of its 1.4 million print and online subscribers.
The magazine has 198,426 digital subscribers in the U.S. and 625,552 print subscriptions. The combined U.S. circulation of 823,978 is flat from a year ago because the magazine removed 40,000 unprofitable bulk copies from the marketplace.