Widening the appeal of The Economist through a national media engagement programme showcasing the breadth of the magazine’s offering.
Our main objective was to increase subscriber base amongst women and student readers by shifting perceptions of The Economist. With time poor journalists as our spokespeople, we focused our media engagement programme on high profile broadcast coverage to showcase the breadth of The Economist’s content and the expertise of its journalists on topical issues, to this new audience segment.
We secured more than 800 pieces of coverage in national and showbiz media from one alert, created from content lifted from an interview with Andrew Lloyd Webber, which credited The Economist as the source. A story on women in prisons appeared on Woman’s Hour and we secured 11 x interviews with The Economist’s journalists talking about Brexit on BBC, Sky and CNBC.