Paul Rossi, the North America publisher of The Economist, writes on the BtoB web site about why he thinks the British magazine is successful in the United States.
Rossi wrote, “Editorially, in an age when the importance of the connections between global events is clear, we have a truly unique product that has never been more relevant. First published in 1843 to support the case for free trade, The Economist is a global magazine written and edited for readers who share an uncommon interest in being well and broadly informed. Every weekend our readers sit down to the ritual pleasure of reading the magazine’s well-considered analysis of the world’s business, political, scientific, technological and cultural affairs, and the connections between them, always tightly edited and never without the dry wit and irreverent style that readers love.
“Commercially, in the past 18 months we have fundamentally overhauled the way we market this extraordinary editorial product. We are committed to growing an audience that advertisers want to reach. Starting with new customer insight and a renewed focus on our brand positioning, we’ve focused on three key areas:
“First, we have strongly incorporated our unique brand into all our marketing activities. We have tightened up the aesthetics and messaging in our direct marketing materials. At the same time, we have successfully launched brand marketing activities both nationally and in a number of specific target markets, in cities such as Boston, Denver, San Francisco and Washington. These integrated city campaigns have driven brand awareness to new heights, using outdoor, online, radio and print advertising to change perceptions about The Economist. Enhanced event marketing and media relations activity have established The Economist as an icon in the American media landscape. For instance, we are often quoted by American newspapers, have recently been part of a skit on ‘Saturday Night Live,’ and we’re regularly quoted by commentators on such programs as ‘Meet the Press.'”
Read more here.
