1843: How digital insights helped launch a print-media brand

Stephen Whiteside

Most traditional publishers are – at best – ambivalent about the impact of digital media on their businesses, as the larger audiences available online fail to offset declining print circulations and advertising revenues.

But, when utilised correctly, the insights from new-media channels can have an undoubted upside for these legacy titles. And that theory has played out in practice with 1843, a rebranded successor to The Economist Group's bi-monthly culture and lifestyle magazine Intelligent Life that launched in March 2016.

"The great thing about digital is it gives you an extraordinary amount of data. And that data isn't just applicable to digital; it's actually about reader behaviour," Nick Blunden, global managing director of client strategy for The Economist Group, told Warc in an interview.