Defining the next generation of leaders

The Economist has been at the forefront of Current Affairs journalism for over 175 years. What do you do when the current generation isn’t subscribing to publications like their predecessors did?


Getting under the hood

We created a powerful data model to find generational identifiers. We looked at over 700 data points to define our prospective target. We then translated this into an audience approach that the business could implement.


A new distribution strategy

With new pockets of opportunity identified, we defined a marketing distribution strategy to take advantage and align with the new opportunities. We had to think carefully about all issues through the subscription pipeline, making the journey from awareness to acquisition as simple as possible.