The Economist: Dis-comfort food

This case study details how The Economist¸ a weekly news magazine, increased its subscription base in the U.K. through a novel use of food and beverage carts.

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...

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