The Economist – Our Audience Solutions

We deliver unique access to Global Influencers

The Economist

OUR MISSION IS TO HELP BRANDS ENGAGE INTELLIGENTLY WITH AUDIENCES AROUND THE GLOBE

The Economist has been delivering thought leadership to opinion leaders and influencers since 1843. Weekly issues provide analysis on the most important news shaping business, science and technology, politics, and culture that week.

Our audience pays a premium to subscribe to The Economist to digest our prescient perspective and to save them time.

Reaching over *960k+ influential readers worldwide, Economist offers an ideal environment for brands to engage with their target audiences. (*Source: Print only global circulation – ABC World Wide Brand Report JD 2017)

Our Digital Edition

We reach over 386 k+ unique devices globally every week. Take full advantage of this digital transition and follow our premium readers as they engage with The Economist on tablets and mobiles.

We see great engagement rates on the digital ads. The tap through rate is 2.4%, on average (and 6% on the cover position).

Our Digital Edition ads are embedded within the app and not ad-served – they are therefore immune to ad blocking software. Our reporting capabilities include heat maps that allow us to see how users are interacting with ads and use those learnings to improve user experience.

WE REACH NEARLY 60 MILLION GLOBAL INFLUENCERS WORLDWIDE EVERY MONTH

Who are these influencers?
World leaders
Forward-thinking executives
Change-makers
Entrepreneurs
Innovators

 

What characterizes them?
Globally-minded
Influential
Affluent
Professionally driven
Tech Savvy
Creative, optimistic, like to be challenged
University educated
Frequent travelers
Current and future subscribers of The Economist

 

WE ENGAGE BOTH GLOBAL AND CANADIAN AUDIENCES ACROSS VARIOUS PLATFORMS

 

AUDIENCE INSIGHTS & FIRST PARTY DATA

What do we know about our audience, and how do we know it?

Global Customer Database
Subscription
Registration
Economist Intelligence Unit
Executive Education Navigator
WhichMBA?
Social Media & Platforms

What We Know About Them: 
Age
Gender
Education level
HHI
Industry
Job Title
Job Function
Company
Behavioral
Content consumption

 

Economist.com (online)
Behavioral data
Web analytics

Events
Live Events
Webinars
Online Fairs

MAXIMIZING INSIGHTS

How we better understand our audience

In order to enhance our audience insights we work in partnership with several leading 3rd party data providers. This enables us to enrich the profiles we have on our subscribers, readers and customers with access to additional insights.

These insights are collected via:
– Surveys
– IP address information
– Intent data that is obtained by monitoring users’ behavior on the web
– Transactional data

 

AUDIENCE SEGMENTATION

How do we use our insights to better categorize, select and target, so you can have a more successful advertising campaign?

The profile and attribute information we have on our audience is organized in our data management platform (DMP). This database allows us to categorize, select and segment our audience to precision target the most relevant group of prospects for our customers.

Example segments include:
– Strategic IT
– Financial Advisors
– Institutional Investors
– Healthcare Executives
– Executive Education
– Thought leaders
– Frequent Business travelers



AUDIENCE ACTIVATION

How we market to our audience on your behalf

The Economist Group engages our highly valuable audience on behalf of clients to help them have a meaningful opportunity to connect with them.

Through a variety of on and off domain tactics we help brands to:
 – Align with premium content in brand safe environments
 – Reach and engage prospect customers
 – Maximize scale and reach to target audiences
 – Re-engage users
 – Tell a story using sequential messaging
 – Amplify and distribute content
 – Generate leads

 

THE ECONOMIST GROUP’S SOLUTIONS

How we ensure relevant context, brand safety, precision targeting and reach

ECONOMIST.COM

Economist.com provides senior business executives a highly engaging environment, relevant content and an incredibly captive audience of Economist subscribers and readers.

It offers the traditional Economist editorial perspective, and a highly usable and accessible website design, enabling them to achieve their objectives quickly and efficiently.

33 million+
Page views

11 million+
Unique Visitors

17 million+
Visits

 

OUR OFFSITE DIGITAL OPPORTUNITIES

How we increase FREQUENCY with The Economist Audience

Audience Extension gives our clients the opportunity to target The Economist readers and
subscribers anywhere across the web, any time and on any device.

Follow these readers once they leave our domain and engage with their passion points in
areas like news, finance, technology, lifestyle, entertainment and sports, using our first party data and audience insights we identify our readers & re-engage them.

How we increase REACH through targeting Look-A-Like Audiences

Ideas People Media [IPM] is a select alliance of 85+ premium digital publishers covering Global News, Business, Science, Innovation, Lifestyle & Culture. These sites have all been hand-curated by The Economist Group through a research survey wherein we asked our subscribers and followers on social to share with us their favorite premium content providers. This select group of sites reaches an audience of thought leaders with a similar psychograph to our readers. They are influential, well-connected, opinionated and globally curious. This is the audience we target as “tomorrow’s subscribers” of The Economist.

We work in close partnership with these publishers and have access to first look, high-quality inventory before it is made available in the open auction.

We ensure brand safety and contextual alignment alongside meaningful content.

Ads will only appear within trusted environments and within this ultimate white list of premium sites.

 

Please get in touch with us below to chat with your dedicated InMarket sales representative about advertising opportunities with The Economist