The Economist: Raising eyebrows and raising subscriptions

This case study explains the Economist Magazine's effort to onboard younger subscribers, by prompting unseen targets to click, read, and join the prospect pool through provocative messaging.

The Economist: Raising eyebrows and raising subscriptions

Agency: Proximity


The overall objective of the creative work was to increase engagement and penetration of The Economist within a younger audience, who have either:

  • Rejected The Economist in the past due to the content being perceived as boring and impenetrable, heavily focused on business and finance and often thought of as the handbook for the corporate elite
  • Have never considered The Economist in the past; it's not even on their radar

Specifically, our objectives were:

Communication Objectives

  • Prompt 650,000 previously unseen1targets to click,...
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