1. THE ECONOMIST ONLINE
ENGAGING THE
INFLUENTIAL

2. In a world where NEWS is SOCIAL
and INFORMATION is a currency,
the Economist Online is
The world’s most valuable
COMMUNITY for Intelligent
CONVERSATION and
DEBATE on the Web.

3. 7.5 MILLION USERS SPANNING THE
GLOBE
UK: 762K {10%}
NA: 3.4M {46%} EU: 1.5M {20%}
36%
AP: 1.2M {17%}
LA: 349K {5%} ME & AFRICA: 224K {2%}
Source: Omniture, MAY 2012 monthly unique visitors

4. The Economist community extends
well beyond the magazine audience.
In Asia, 1.2 million people visit
the Economist online monthly –
Almost 10x larger than the magazine
subscriber base.

5. The audience we deliver

6. ASIA BY COUNTRY TOTAL ASIA 1,236,017
China 263,966
India 214,769
Australia
211,281
Singapore
82,334
Japan 72,578
Hong Kong 55,743
Korea - South 50,449
Malaysia 44,295
Taiwan 40,048
New Zealand 38,198
Pakistan 25,609
Thailand 25,239
Philippines 24,357
Viet Nam
Source: Omniture, MAY 2012

7. EUROPE BY COUNTRY TOTAL EUROPE 1,529,474
Germany
189,439
France 187,318
Netherlands 131,531
Spain 118,478
Italy 106,017
Sweden 67,583
Switzerland 64,677
Belgium 55,257
Poland 52,267
Russian Fed. 52,051
Greece 52,025
Ireland 43,053
Turkey 35,810
Austria 28,384
Others 345,584
Source: Omniture, MAY 2012

8. HIGHLY INFLUENTIAL ASIAN
AUDIENCE
• 78% male; 22% female
• Average age 29
• 42% have an MBA or other postgrad
qualification
• US$85,600 average personal income
• US$450,000 average household net worth
• 13% are millionaires
• 68% have a platinum, black or titanium card
• Average 12 trips for business per year; 6 for
leisure
• Average 20 hotel nights for business; 12 for
leisure
• 56% are C Level / Executives
• 19% are board directors
• 23% manage institutional funds
• 16% work in IT/Telecoms
• 12% have manage a budget of US$1 million+
• Average budget contol is US$280,000
Source: Fox Insight 2010 (Asia – 883 respondents; Business profile: 80% of base)

9. BE:ASIA 2011 : ONLINE MONTHLY REACH (BUSINESS MEDIA)
36,000 15.1% 16%
14.2%
32,000 12.7%
11.7%
28,000 11.2%
10.7%
12%
24,000 9.6% 10.0%
20,000
16,000
8%
12,000
8,000
4,000 4%
econ.com wsj.com ft.com cnbc.com blmbg.com forbes.com reuters.com cnnmoney.com
Online Rdrs % Reach
Economist Online delivers the 3rd highest monthly reach in the BE Asia Audience after bloomberg.com and cnnmoney.com.
Population: 238,144

10. BUSINESS WEBSITES ACCESSED AS PART OF A DAILY
ROUTINE
21.7%
24,000 24%
19.8%
18.3% 21%
20,000
16.8% 16.6%
15.8%
14.8% 18%
14.5%
16,000
15%
12,000
12%
8,000
9%
4,000 6%
econ.com wsj.com ft.com cnbc.com blmbg.com forbes.com reuters.com cnnmoney.com
Online-Daily Routine % Net Reach
Economist Online offers the 3rd Highest Net Reach among Asian Business Elites who regularly access major business websites who CONFIRM it is PART of their DAILY ROUTINE.
Estimated (total) number of Business Elites who access Business Websites as part of “daily routine”: 110,656 (46%)

11. INFLUENTIAL ENGAGED

12. AMPLIFYING
THE USER JOURNEY
READ ANALYSE UNDERSTAND DISCUSS SHARE

13. WHAT IS ENGAGEMENT?

14. ENGAGEMENT IN
Activity generated by one article on
Economist Online
Recommendations: 2,066
Facebook Likes: 112,000
Tweets: 7,088
Linked In Shares: 1,034
Comments: 846
(closed after 2 weeks)

15. PASSIONATE ABOUT THE ECONOMIST
950,000 Facebook fans 1.5 M Twitter followers

16. ENGAGEMENT IN
Engaging News Hungry Audiences Tweet by Tweet: An audience analysis of prominent
mainstream media news accounts on Twitter.
Followers of The Economist are:
• More influential
(more followers and friends)
• More active
(more tweets posted)
• More engaged with the content
(more clicks on URLs, more
retweets)
Source: Socialflow
http://blog.socialflow.com/post/7120243870/audience-study

17. THE ECONOMIST EQUATION TO
ENGAGEMENT BUILDING
A B C
AUDIENCE + BRAND + COMMUNITY
The Ideas People: The Economist: The Connection:
Global influencers, For over 160 years, the Our readers don’t just
intellectually curious, premier destination for consume, they
business leaders credible, intelligent participate, create and
analysis of global events share ideas.

18. Engagement =
Response

19. 73% OF ECONOMIST
ONLINE USERS HAVE TAKEN
ACTION HAVING SEEN AN AD
ON ECONOMIST ONLINE Source: Economist online reader survey 2010
Base: All respondents WW in employment (2,015)

20. A SELECTION OF ENGAGEMENT
PROGRAMS

21. THE ECONOMIST DEBATES
The Economist sponsored debate is an online, Oxford style debate lasting 10 days from the
opening debate to the closing statements. There is one person defending the motion, one
person against, and one person moderating. Registered users submit their comments and
vote for either proposition with a set of commenting, voting and topic discovery tools. Up to 3
guest experts submit an argument during the course of the debate.
Sponsorship entitlements:
 100% SOV on the section with logo and
banner ads
 client interview text
 client perspective
 About box text
 Extensive extensive promotional
campaign across Economist platforms
including online, e-alerts, The Economist
newspaper, Facebook & Twitter

22. © The Economist 2010

23. E-alerts
Promotional banners

24. THE ECONOMIST SPECIAL REPORTS
 In depth reports on high interest topics &
global trends offering readers in depth,
forward looking analysis & opinion.
Published as a supplement in the
magazine, the reports are read &
commented on online and downloadable in
PDF format for US$4.95.
 Online sponsorship involves a roadblock on
the Special Report and co-branded ads
featuring a free pdf download offer. The
sponsor also benefits from a solus FPFC
ad within the pdf.
Sponsor entitlements:
 Sponsor logo & roadblock of Special Report
pages
 Promotional campaign – co-branded traffic drivers
 Full page ad within PDF download 100% share of voice of all ad placements
including main page, article pages and
comments pages.

25. Co-branded ad units
promoting the free
download.
The downloaded PDF contains Huawei’s
solus FP4C ad

26. TOPIC SPONSORSHIP
Content from The Economist online is
aggregated into a searchable archive
within 40 overview topic pages.
Your benefit:
 Contextual alignment with relevant
content
 100% ownership of a category and
100% share of voice
 Strong promotion
 Homepage ‘ribbon’ (Exclusive for
1 month)
 Roadblock campaign on a topic of
your choice related Topic index
page
 Postings on Economist facebook
fan page and twitter feeds

27. NANOSITE
 350x300 expands to 550x300
 Interactive advertising unit featuring multiple tabs
with headline and summary content; video
playlist; expanded video player
 Integrates original content from The Economist
with sponsor’s content
 Automatically updated via feeds

33. BRANDED CONTENT

34. BRANDED CONTENT
300x600
music player
and desktop
widget

35. OTHER PLATFORMS

36. THE ECONOMIST DIGITAL EDITION
 Number 1 News App in 46 countries*
 Number 1 Ipad App in 19 countries*
 3m downloads globally (20% Asia)
 iPhone, iPad and Android devices
* At launch

37. THE ECONOMIST DIGITAL EDITIONS
GETTING IT RIGHT. LISTENING TO OUR
READERS.
 Replicate the lean-back, immersive
experience that readers get in print.
 Offer a quick download of each issue and
completely offline reading
 Provide uninterrupted reading experience
 Offer sharing capabilities through Facebook,
Twitter, and email
 Committed to evolving with our audience

38. THE ECONOMIST DIGITAL EDITIONS
EDITOR'S HIGHLIGHTS & FULL EDITION
The Economist Apps for the iPhone and iPad have been designed in close collaboration with Apple to ensure
the best possible user experiences, with an emphasis on simple and clean functionality.
Editor’s Highlights - Free (iPhone & iPad) Full Edition - Paid (iPhone & iPad)
Available as a single download or as part of
Free to all device owners
subscription package (online and/or print)
Access to the full contents of each week’s issue of
Six articles each week, hand selected by John
The Economist – free for existing print and online
Micklethwait, The Economist’s editor-in-chief
subscribers
Download fully onto the device, giving users Download fully onto the device, giving users
uninterrupted access with no network connection uninterrupted access with no network connection
required required
Includes full audio edition and ‘sync with text’
Audio versions of these key stories are also feature
available, ideal for the mobile audience Single issue downloads are $5.99; Subscriptions are
quarterly for $29.00 or annual for $110.00

39. THE ECONOMIST DIGITAL EDITIONS
USER READING EXPERIENCE
Articles are uniquely Professionally recorded audio User can click top bar to find
formatted so user can pinch- versions of every article, so the articles in the same section for
to-change font size for user can listen to content while easy content navigation.
preferred font size. on-the-go.

40. THE ECONOMIST DIGITAL EDITIONS
USER READING EXPERIENCE
As users swipe horizontally, articles and ads appear. In the free edition, ads appear after
every two articles. In the paid edition, ads appear after every three articles.

41. THE ECONOMIST DIGITAL EDITIONS
LEVERAGING SOCIAL MEDIA
Readers can share articles that they find particularly compelling on their Facebook and
Twitter accounts.

42. Global Unique Active Readers as of April 2012
Monthly: 1,172,938 Weekly: 600,981
iPad iPhone Android
Audience Reach
(What device the reader is using) 43% 32% 26%

43. Regular Readership reflects user engagement
Weekly*
Region Monthly Readership Readership
World Wide 1,172,938 600,981
Americas 526,516 271,784
Latin America 38,190 18,102
Continental Europe 181,333 88,327
Asia / Pacific 246,273 125,951
UK 139,915 78,335
Middle East & Africa 40,710 18,482
* Week of 23rd July issue
Unique active readers per region as of April 2012

44. CASE STUDY
BASF

45. BASF
SUCCESS METRICS
BASF ran a global campaign in May and was the first to
showcase a true rich media experience.
The results were very positive:
 65% of readers took action after seeing it
 30% have a more favorable opinion about the
company after reading it.

46. New: Multi-Tab Unit
Following on from the success of the multi-tab unit on Economist.com we are now able
to extend this feature to run on Digital Editions.
These units allow information and data from The Economist and from other sources (such
as the advertisers’ own research) to be collated and resurfaced in an attractive, engaging
unit.
Technology
Quarterly
Mock-up 1: Multi-tab unit Economic
Channel
(300x250)
Technology
Quarterly
Technology
Quarterly
Economic
Channel
Technology
Quarterly
Program details subject to change and final edit approval.

47. New: Multi-Tab Unit
Leverage social media streams,
showcase video collateral, highlight
research and offer readers of The
Economist Digital Editions added
value. Content from The Economist
can be resurfaced to add depth and
provide brand association.
This unit will sit within the app
webview, allowing the reader to
engage once they have tapped on
the call to action on the static ad (ie
it will act as their landing page)
$15,000 will cover all production,
hosting and analytics for this unit.
Allow 4-6 weeks for production. Must be
sold in conjunction with 4 weeks of
Mock-up 1: Multi-tab tablet unit
(1024x 768) advertising.

49. FOR MORE, CONTACT
INEZALBERT@ECONOMIST.COM