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.
“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.
Russell Sherman of the "Press Profiles" podcast interviewed Mike Hofman, the editor in chief of…
Dow Jones chief technology officer Artem Fishman sent out the following: Team, As we continue…
Yahoo Finance is the world's most-used business and financial digital platform. It offers millions of…
Lisette Voytko-Best, who covered the entertainment industry for Forbes, has left the publication. Voytko-Best is…
The Wall Street Journal and Dow Jones have hired Edith Hancock to cover antitrust and competition issues…
Nicholas Carlson, the former editor in chief of Business Insider, has started a video company…