Author: Christine Birkner
Christine Birkner is a staff writer for Marketing News
. She can be reached at firstname.lastname@example.org
SummaryThroughout its history, The Economist has been known for its intense, high-level and in-depth coverage of business, politics and world news, and until recently, the publication had marketed itself as such. For 22 years, the newsweekly, published by London-based parent company Economist Newspaper Ltd., communicated its serious brand identity through an intellectually oriented global print ad campaign called “White Out of Red,” featuring messages such as, “Would you like to sit next to you at dinner?” and: “Somebody mentions Jordan. You think of a Middle Eastern country with a 3.3% growth rate.” In 2009, The Economist’s marketing team thought that it was time to shake things up in an attempt to appeal to a broader reader base.
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