The last ad for The Economist, that I saw, used some benign form of fear appeal: What if you ended up with someone ‘really important’ (Henry Kissinger) in close proximity - like the business class airplane seat? What if you are dumb-stuck ‘cos you really are dumb? Read Economist….kind of thing.
Basically saying: “Hey Dumbo! whoever you are that’s not reading Economist times, start reading now…lest….
“How presumptuous” - I say!!
Thanks to print media quickly going down the swamp which is thanks again to the new interactive media, the new Economist ad seems to have toned down the arrogance a bit. Its noteworthy that while all other magazines seem to be on survival mode, the Economist is actually showing signs of growth. Maybe, thats because they are not limited by geography and do not confine themselves to 'breaking news'. They are rather good with their commentary on whatever it is that they wish to focus on. In risky times its best to carry eggs in different baskets after all. If you look really close, they are starting to sound more and more like erudite bloggers who spend more time and money on the same kind of stuff - to make it sound more knowledgable. All this talk of change, is it the media or is it the consumers? Or has the media already changed the consumer preferences, not just just in media but even in content? That could explain the profits?
And now The Economist wants to talk to - no longer the Dumbo, but anyone who cares to watch their communication.
What’s the ‘positioning’ again? Or did it say?
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