Economist relaunching high-end magazine as 1843

The Economist plans to relaunch its upscale magazine Intelligent Life as 1843, named after the year it was founded, writes Lucinda Southern of Digiday.

Southern writes, “Newly appointed editor Emma Duncan has come on board from The Economist where she was deputy editor. At 1843, she leads a team of 25 across editorial and commercial, and also can pull on the wider global Economist team.

“The Economist hopes 1843 will expose new audience to its content on the Oscars, fashion, entertainment, style and travel. The launch issue will feature a travel story in Iran from Scottish historian William Dalrymple, and a profile of French politician Marine Le Pen.

“Because there is no paywall, 1843 will have to rely more heavily on advertising for revenue. Blunden said the first issue of 1843 has already earned four times as much ad revenue as the final issue of Intelligent Life. But without knowing this base line, there’s no real way to know how much this is. Blunden couldn’t disclose which advertisers will be featured in 1843, but Intelligent Life’s previous clients include Rolex, Tiffany & Co., Tag Heuer and Chanel.”

Read more here.