the economist

What does content strategy mean at The Economist?

The Economist has caught the eye of late, with notable successes in creative programmatic and experimentation with social platforms.

I caught up with Heather Taylor, Director of Content Strategy at The Economist, to ask a few probing questions.

How The Economist injected digital into a 172-year-old magazine

My second talk of the second day of the Festival of Marketing was all about digital transformation in the media world, something many publications are still struggling with. 

The Economist’s Iain Noakes, whose job title – Global Digital Acquisition Journey and Performance Director – clearly wouldn’t fit on a conventional business card, discussed how he helped inject tech into a 172-year-old magazine.

Intelligent Life: iPad app review

The Economist recently launched a free iPad version of Intelligent Life, its quarterly lifestyle and culture magazine. 

The user experience offered by many magazine apps has been the subject of criticism recently, with many resembling ‘an interactive CD-Rom from the 90s’. 

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Publishers’ iPad apps need to provide a credible and usable alternative to print editions, as well as adapting to the platform, if they are going to become successful. So, does the Intelligent Life do this? 

Bloomberg gets to work on BusinessWeek

Bloomberg is wasting no time in getting to work on BusinessWeek, which it agreed to acquire last month. Although the deal is not expected to close until next month, Bloomberg is already plotting out the future for the weekly business magazine.

According to MediaWeek, Bloomberg’s initial plans are to make BusinessWeek “bigger, glossier and more international“. Talking Biz News, whose sources were at a meeting conducted by Bloomberg exec and future BusinessWeek chairman Norm Pearlstine, is reporting that the overhaul would “focus on making it more competitive with The Economist and less like Fortune and Forbes“.

The Economist puts up a paywall

By just about any reasonable measure, The Economist is doing pretty darn well for a magazine. As the print world frequently looks to be in a state of perpetual implosion, The Economist stands out as one of the print publications that’s not only surviving, but thriving.

While struggling print publications like The New York Times mull a paid content strategy from a position of desperation, The Economist is going paid from a position of strength.

The five biggest paid content myths

There’s a lot of talk about paid content these days for obvious reasons and there’s only going to be more of it now that Rupert Murdoch has announced plans for News Corp. to go all in.

One of the reasons there’s so much debate over paid content is that there are a lot of misconceptions and myths about paid content. As someone who has run paid content websites for years, I thought I’d share the five biggest paid content myths I frequently hear mentioned in discussions about paid content.