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?