The Economist - The importance of selling a brand, not next week's issue

This silver-wining paper examines the long-term success of The Economist's advertising. Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactical, content-led approach.
Agency: Abbott Mead Vickers.BBDOAuthors: Clare Phillips and Annabelle Watson

SILVER AWARD

The Economist

The importance of selling a brand not next weeks issue 

INTRODUCTION

A revolution has taken place in the media. Since 1985 there have been over 1500 magazine launches, over 300 new TV channels, more than 200 new radio stations and the number of websites has increased from zero to millions. (1) This dramatic fragmentation has left media owners needing to fight even harder for consumers' time and money. This paper shows how a media brand established in 1843 can compete successfully in today's increasingly...

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