The Economist

As growth in the UK market slowed for the 167-year-old Economist, the news and analysis magazine needed to recruit new readers.

The Economist

Principal Authors: Jeff Lush and Magall Barreyat-Baron, AMV BBDOContributing Author: Craig Mawdsley, AMV BBDO

Introduction - tough times, but not for all

It is a commonplace idea that traditional publishers of news and analysis are having a tough time of it, and it is almost as widely known that The Economist has managed to buck this trend.

Not only has it been tremendously successful in terms of global expansion, but also with domestic growth in the UK, where The Economisthad entered the new century with double-digit growth (see Figure 1)....

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