The Economist

Winning the Age of Mass Intelligence

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Jordan Avery
Christina Miller
Bianca Palacio
Connor Zendt
Outline
Introduction to The Economist
Opportunities Ahead
Strategy Recommendations
Conclusion
Questions
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
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Introduction 3
Outline - Introduction Opportunities Recomendations Conclusion Q&A
The Economist has grown to cover over 200 countries
and cover news from all over the world in the 171 years it
has been around.
Throughout the years, The Economist has survived many
cultural and economic changes.
The current cultural shift is an age of Mass Intelligence.
What is Mass Intelligence?
More consumers are developing an appetite for sophisticated and
challenging information.
Why is Mass Intelligence important?
The number of potential readers is growing.

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Outline - Introduction Opportunities Recomendations Conclusion Q&A
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Opportunities
Was the emergence of Mass Intelligence
the opportunity The Economist could not
afford to miss?
Was The Economist ready to make a
critical jump?
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Opportunities
The Economist
must make the
critical jump.
Expand and
improve digital
strategy.
Offer on-
brand digital
content.
Offer mobile-
friendly
content.
Create a cross-
platform
experience.
Win Mass
Intelligence
consumers.
Modernize
the brand
without
diluting it.
Use
traditional
marketing in
new markets.
Meet M.I.
consumers on
their territory.
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Recommendations
Expand and improve digital strategy.
Win Mass Intelligence consumers.
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
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Expand and Improve Digital Strategy


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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Online is different from print. In
print we are in lecture mode, but our
challenge is different online
Andrew Rashbass
Chief Executive, The Economist Group

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Expand and Improve Digital Strategy
What we are doing is moving
from lecture to conversation, to
try and be the best place for
intelligent debate on the Web.
- Andrew Rashbass

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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Offer on-brand digital content.
Digital mediums offer unique ways to provide content to
consumers.
The Economist should use this opportuntiy to provide
exclusive digital content.
78% of online adults watch or download videos.
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Expand and Improve Digital Strategy
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Offer mobile-friendly content.

Engage readers while away
from their computers.
64% of tablet and 62% of
smart phone users get news
on their device.
There is an ever-growing
market that demands mobile
news content.
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Expand and Improve Digital Strategy
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Create a cross-platform experience.
The Economist
has a need for
integrated online
and print content.
They can
leverage strong
print performance
into improved
online readership.
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Win Mass Intelligence Consumers
Every single indicator we see is that
the top-end of the market continues to
grow bigger every day.
John Micklethwait
Editor-in-Chief

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Outline - Introduction Opportunities Recomendations Conclusion Q&A
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Win Mass Intelligence Consumers
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Modernize the brand without diluting it.
The Economist should take advantage of digital media to
modernize their brand.
They must take care to maintain their brand while expanding
to new markets.
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Win Mass Intelligence Consumers
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Use traditional marketing in new markets.
During the red poster campaign from 1988 to 2001, The
Economist increased circulation by 64%.
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Win Mass Intelligence Consumers
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Meet Mass Intelligence consumers on their territory.
Allow readers
to engage with
The Economist
on their own
terms.
The Internet is
the primary
resource for
readers in The
Economists
target audience.
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Recomendations
Assumptions:
The Economist has the infrastructure in place to expand its
digital presence.
Advertising and subscription revenue will carry over to
digital content.
Challenges and Risks:
Increased emphasis on digital content may alienate older
consumers.
Gearing business towards new markets will increase
marketing and development costs.
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Conclusion
Since 2010, the print circulation has stagnated and fallen.
This means there is an ever increasing need to find new
consumers and approach them in new ways.






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2,5
Conclusion
To make the critical jump, The Economist must:
Expand and improve digital strategy.
Win Mass Intelligence consumers.
By expanding into a new market, The Economist presents
itself with an opportunity to win the age of Mass
Intelligence.
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Outline - Introduction Opportunities Recomendations Conclusion Q&A
Questions & Answers 19
Outline - Introduction Opportunities Recomendations Conclusion Q&A
Thank you for your time.
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Citations
1. http://www.slideshare.net/advertime/the-economist-creative-
advertising-presentation
2. From provided case
3. https://www.youtube.com/watch?v=5fNb_b1U9sk&list=PL3
FE487AB97FC05E6
4. http://www.journalism.org/2012/10/01/future-mobile-news/
5. http://stateofthemedia.org/2013/news-magazines-embracing-
their-digital-future/news-magazines-by-the-numbers/
6. http://www.pewresearch.org/fact-tank/2013/10/16/12-trends-
shaping-digital-news/

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