Economist’s Baltimore sales blitz
Posted by
Jeffrey Blyth
on 29 March 2006 at 12:49
Tags: Economist, United States
The Economist, which has just promoted its former US editor John Micklethwait to the post of editor-in-chief, is launching a major marketing campaign concentrated on Baltimore, which the magazine regards as a typical American city.
The objective is to test new methods of promoting sales on newsstands as well as subscriptions. The test, will involve major advertising of the magazine, including posters, print ads, radio commercials, direct mail and online ads. The Economist is also giving away to sidewalk cafes outdoor umbrellas emblazoned in its trademark red with the slogan: “Talk about more than just the weather!”
It’s estimated the campaign, which is scheduled to last six weeks, will cost around $500,000.
The Economist’s world-wide circulation is just over one million, about half of which is in the United States.
Tags: Economist, United States
