The Economist: Dis-comfort food
Category: Consumer servicesAgency: SenseCountry: UKClient: The Economist
Target Audience and Market Background
The Economist analyses the flow of global events and provides readers with an informed understanding of the world, distilling what's important today and for the future. Unfortunately, not dealing in fluff has its consequences, with a large slice of potential readers in their wide target category of ABC1 professionals misconstruing the newspaper as a hard slog through primarily financial issues.
The high lifetime value of a subscriber meant that any activity that could tap into this sceptical market and prompt immediate...