Lansons

shutterstock_451990699

The Economist

Making sense of the world and reaching new audiences

The challenge

To help The Economist expand outside its traditional subscriber base, in targeted campaigns highlighting the great content and writers.

Advice

The strategy has been to link with the news agenda, and lead on topical issues highlighting The Economist’s unique viewpoint.

Positioning the journalists as prominent and relevant experts.

Leverage content in special supplements like the Tech Quarterly.

Ideas

Broadcast media relations sits at the heart of the programme. As the journalists are time poor, media contact focuses on interviews with high-profile outlets like the BBC, Sky News, CNN International.

Run a successful news bureau which elevates The Economist as a part of the debate, and not just a commentator.

Provide focused support to commercial initiatives; launched the new magazine 1843 through a proactive campaign targeting media and marketing publications.

Results

Achieved over 800 pieces of coverage in national and showbiz media for Anne McElvoy’s interview with Andrew Lloyd Webber on Nicole Scherzinger, reaching out to female readers.

Secured a profile interview on BBC Woman’s Hour on a story on women and prison.

Built the Economist’s reputation in tech by generating awareness of their virtual reality initiatives, and supporting the Fishackathon event.

Secured 11 interviews for priority spokespeople on Brexit across all key broadcasters.

Positive feedback from the journalists.