Economist aims for college-connected readers

The Economist has begun an advertising campaign to lure more readers based on college campuses — students, professors and researchers — reports Stuart Elliott of The New York Times.

Elliott writes, “An effort that is to begin on Monday will carry the theme ‘Dare 2 Go Deep With The Economist’ – the numeral, presumably, echoing how so many members of the intended audience use shorthand when they communicate online and on mobile devices.

“Indeed, digital media is the primary way that The Economist and its new advertising agency, Atmosphere Proximity in New York, intend to disseminate the campaign, which has a budget of just under $1 million. The ads will urge turning to The Economist for a deeper, more thorough understanding of what goes on in the world.

“The centerpiece of the effort will be a special Web site, or microsite, dare2godeep.com, with content that includes video clips featuring comedians like J.B. Smoove, interactive games, information about The Economist and an offer for a free, two-week digital subscription.

“Social media will also play a major role in the effort, including a presence on Twitter that includes an account with the handle @Dare2GoDeep and a hashtag, #IgoDeep.

“The decision to reach out within campuses came from research that suggests many people start to read The Economist ‘after it’s recommended by a mentor, a professor, a parent,’ said Paul Rossi, managing director for the Economist Group and executive vice president for the Americas, who is based in New York.”

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