Economist: Defining the Next Market Opportunity
The Economist has been at the forefront of Current Affairs journalism for over 175 years.
What do you though when the current generation isn’t reading?
Finding the Next Generation of Readers
We were tasked to find the next generation of Economist readers, a niche audience of tomorrow’s leaders who want to stay ahead of the curve.
We got under the hood, creating a powerful data model to find generational definers. We looked at over 700 data points to define then find our next generation of readers. We then translated this into an audience approach that the business could implement.
A New Distribution Strategy
With new pockets of opportunity identified, we defined a marketing distribution strategy to take advantage and align with the new opportunities.
We had to think carefully about all issues through the subscription pipeline, making the journey from awareness to acquisition as simple as possible.
Planning Ahead for Market Growth
This also meant shaping how the brand would evolve over time and prioritising how to achieve it. We considered short term revenue gains from existing readers and the long term to play to secure tomorrow’s leaders.