1. Divya Achtani Siddharth TripathyMurtaza Bambot Rehman Pirani

2. Agenda
1. Case Introduction
2. Framework
3. Case Analysis and Recommendations
4. Risk Analysis
5. Vision 2020: 5-year plan

3. Case Introduction
Situation
 Maintained an elite status with increasing revenue
 Strong international presence
 Unique work-environment and organization structure
Complication
Demand for digital content
Rising competition online
Affordable, interactive marketing strategies
Question
How should The Economist leverage “Mass Intelligence” in order to maintain its
brand identity and ensure future growth?

4. Recommendation
Digital
Content
Business Model
The E-College-ist
Print Marketing
Advertising Revenue

5. Content Business Model The E-College-ist
Digital
New Topics
 Comedy/satire
 Career advice
 Music, Movies, & Entertainment

6. Content Business Model The E-College-ist
Digital
New Layout

7. Content Business Model The E-College-ist
Digital
Only buy the topics you’re interested in.
TopicShopping
 $15/yr for one topic, $25/yr for two
 2 months free and reduced prices with an .edu address

8. Content Business Model The E-College-ist
Digital
Ads in Apps
On Campus
Social Media
Phase 1: Identify popular mobile apps in
Google Play/App Store and advertise
Phase 2: Increase visibility by collaborating with
aggregator apps
Two Phase Approach

9. Ads in Apps
On Campus
Social Media
Content Business Model The E-College-ist
Digital
Brand Ambassador Program
Initial Strategy,
$25,000
Training,
$120,000
Compensation,
$60,000
Total Costs: $205,000
1. Increase Product
sales by 10% to
ages 18-29
2. Increase online
brand presence by
10%
9 Month Goals
**Done through UC and Ivy
League system (13
universities)

10. Content Business Model The E-College-ist
Digital
#TheECollegeist
Spread the word to 215 million
Share articles, videos, and podcasts
Connect with on and off campus students
Ads in Apps
On Campus
Social Media

11. Marketing
Advertising . . . .
. . Revenue
The E-Collegeist
Print
Create and promote large scale viral videos
1. Public
Involvement
2. Incorporate “Mass
Intelligence”
3. Emotional Appeal

12. $0
$100
$200
$300
$400
$500
The Economist Time Forbes
Millions
Print Revenue (USD) 2008
Marketing
Advertising . . . .
. . Revenue
The E-College-ist
Print
0
5
10
15
20
25
30
The Economist Time Forbes
Hundreds
Number of Advertising Pages
The Economist Circulation: 766,726
Forbes Circulation: 923,321 20%
156%

13. Marketing
Advertising . . . .
. . Revenue
The E-College-ist
Print
0
5
10
15
20
25
30
The Economist Time Forbes
Hundreds
Number of Advertising Pages
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4
2014 2015 2016 2017 2018 2019
USDperadpage
Projected USD per ad page per Circulation
Increase ad revenue by
15% each year
Advertising Revenue:
From $131.5 m (2008)
To $342.6 m (2019)
**Not adjusted for circulation change

14. Risk Mitigation
 New Topics
 The E-college-ist
 Apps
 Viral Ads

15. YEARS
ACTIVITY 2014 2015 2016 2017 2018 2019
Advertising through apps
Use of aggregator apps
Viral ads
Amazon Prime
Reorganize The economist app
Topic shopping
New fresh topics
College brand ambassadors
Social media campaign
Print advertising revenue increase
5 Year Plan

16. Thank you for
your time.
Questions?

17. Sources
http://www.economistgroup.com/pdfs/annual_report_2013_final_for_web.pdf
http://www.americanpressinstitute.org/publications/reports/survey-
research/personal-news-cycle/
http://www.mackcollier.com/how-much-does-a-brand-ambassador-program-cost/
http://stateofthemedia.org/2012/magazines-are-hopes-for-tablets-
overdone/magazines-by-the-numbers/
http://www.google.com/url?q=http%3A%2F%2Fwww.entrepreneur.com%2Farticle
%2F217344&sa=D&sntz=1&usg=AFQjCNFshiWMWoWVge1fVmQEVFFsk0N1Kw
http://www.google.com/url?q=http%3A%2F%2Ftinyurl.com%2F2skej3&sa=D&sntz
=1&usg=AFQjCNH6-oHE2BPhvT8uiDZSKcqEJjay4Q
http://www.google.com/url?q=http%3A%2F%2Fwww.rasmussen.edu%2Fstudent-
life%2Fblogs%2Fcollege-life%2Fcollege-student-smartphone-news-
consumption%2F&sa=D&sntz=1&usg=AFQjCNGkHtfQ_PlDIrnaa9-mCmR4zIrPmQ