The Economist is joining Snapchat

Lucia Moses of Digiday writes about The Economist joining Snapchat.

Moses writes, “The channel will publish 14 to 17 snaps each weekend, telling business, politics, science and technology stories through a mix of graphics, video, animation and text. Its weekend publishing schedule is another sign that Snapchat is getting more flexible with publishing frequency. The first Discover partners, including People and CNN, were posting content on a daily basis. Since then, there have been popup channels like Seventeen Prom from Hearst, occasionally appearing channels from Vox Media’s eight verticals and others that don’t publish daily, including Vogue’s (which publishes Tuesdays and Fridays) and We the People (Sunday through Thursday).

“For Snapchat, having variety of publishing frequency lets it promote a range of content in an increasingly crowded Discover section that also features Lives Stories from events and geographic locations.

“For The Economist, posting once a week lets it have a presence there without overly taxing its staff. While some publishers have had to create dedicated teams — of as many as 10 people, in MTV’s case — to feed Snapchat’s needs, The Economist has four people on Snapchat, only two of whom are dedicated to the channel for now.”

Read more here.