The Association of Magazine Media

AT THE CLOSE OF THE “FIRST 100 DAYS” THE ECONOMIST REPORTS DOUBLE DIGIT SUBSCRIPTION GROWTH IN NORTH AMERICA AND GLOBALLY

LONDON, UNITED KINGDOM - April 28, 2017 - As US President Donald Trump’s first 100 days conclude, The Economist, a leading source of analysis on international business and world affairs, announced today that it has seen double digit subscription growth in North America. More than 50% of subscribers to The Economist reside in the United States.

During President Trump’s first 100 days in office (January 21- April 28, 2017) new subscriptions from digital channels grew 12% in North America, year on year, and 16% year on year, globally.

In North America digital subscriptions during the period December 2016 through February 2017 accounted for 35% of annual subscription volume, representing a 30% increase year on year. Globally, during the same period, digital subscriptions accounted for 33% of annual subscription volume, representing a 24% increase year on year.

During the period following the election and through the end of President Trump’s first 100 days (November 2016 through April 2017), The Economist experienced a 19% growth in digital subscriptions in North America and globally, year on year.

“These impressive growth rates are in no doubt a product of the Trump effect coupled with our smart marketing activities,” said Mark Cripps, executive vice president, Brand & Digital Marketing at The Economist. “But most importantly, this success demonstrates a healthy appetite among US readers for The Economist’s mind-stretching journalism.”

During the period leading up to the US election and through the end of April, The Economist employed a variety of marketing tactics to introduce the brand to “globally curious” consumers in the US. These growth rates were achieved through a combination of direct-response broadcast TV, digital out of home programs, traditional and highly-evolved digital marketing programs and experiential marketing campaigns. During this period The Economist’s digital marketing campaigns improved conversion rates tenfold compared to typical campaign rates.

"Our success in the US is driven by a broader strategy of surfacing news-related content to take advantage of peaks in consumer demand,” said Mark Beard senior vice president, North America at The Economist. “By highlighting content about President Trump and his first 100 days in office we were able to craft a customer journey that is a natural extension of the reader’s organic experience with content discovery.”

About The Economist (www.economist.com)
With a growing global circulation and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available at economist.com, The Economist is available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices. The Economist Espresso, our daily briefing smartphone app, is also available for download via iTunes App Store or Google Play.

 

Date: 
Friday, May 5, 2017