The Economist: Raising eyebrows and subscriptions

This article describes The Economist's campaign to rescue the magazine from a plateau in subscriptions, caused by perceptions of elitism among prospective audiences.

The Economist: Raising eyebrows and subscriptions

Proximity London and UM London

Campaign overview

Subscriptions for The Economist had plateaued. Positioning the publication as the ticket to success for white-collar warriors was not appealing to millennials. There was also evidence that their core prospect base was rejecting it as a 'handbook for the corporate elite' – a misconception given The Economist's progressive liberal mission to fight ignorance and vested interest.

The magazine's 'There is nothing more provocative than the truth' campaign attracted millions of new prospects to engage with The Economist, spend time with its content and develop a new, extremely...

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