Agency: Abbott Mead Vickers | Author: Laura Marks |
The success of the Economist's success strategy
BACKGROUND TO THE PROBLEM
In 1988 AMV and the Economist recognised the need for a serious review of the advertising campaign. The Economist was facing static circulation and declining readership and the market was changing.
Over the past decade, the information market had exploded in all media. The introduction of new journals and quality newspapers, additional sections in the quality press, electronic data bases, Ceefax type data and the expansion of radio stations (prior even to Satellite TV)...