Economist! I Never Read the Economist

Laura Marks

Despite the severe recession during 1988-91, The Economist magazine achieved growth while similar weekly publications -were forced to close or faced huge losses.
Agency: Abbott Mead Vickers/SMSAuthor: Laura Marks

Economist! I Never Read the Economist

INTRODUCTION

The Economist's advertising campaign, 1988-1991, has been one of the most discussed and commended poster and press campaigns of the period. The distinctive style and the biting wit of the captions has been widely noted and, indeed, awarded. This paper will demonstrate that the campaign has not only been noticed but has actually contributed to the business at a time when, given the economic climate, quite the opposite might have been feared. This case history is quite remarkable given the discretionary nature of...

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