1.the economist online may 2012
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THE ECONOMIST ONLINE ENGAGING THE
INFLUENTIAL
The world’s most valuable
COMMUNITY for Intelligent
CONVERSATION and
DEBATE on the Web.
In a world where NEWS is SOCIAL
and INFORMATION is a currency,
the Economist Online is
7.5 MILLION USERS SPANNING THE
GLOBE
Source: Omniture, MAY 2012 monthly unique visitors
UK: 762K {10%}
NA: 3.4M {46%}
LA: 349K {5%}
EU: 1.5M {20%}
AP: 1.2M {17%}
ME & AFRICA: 224K {2%}
36%
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.
The audience we deliver
Source: Omniture, MAY 2012
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
15,940
Others 71,211
EUROPE BY COUNTRY
Source: Omniture, MAY 2012
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
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)
BE:ASIA 2011 : ONLINE MONTHLY REACH (BUSINESS MEDIA)
Economist Online delivers the 3rd highest monthly reach in the BE Asia Audience after bloomberg.com and cnnmoney.com.
Population: 238,144
15.1%
10.0%
12.7%
11.7%
9.6%
11.2%
14.2%
10.7%
4,000
8,000
12,000
16,000
20,000
24,000
28,000
32,000
36,000
econ.com wsj.com ft.com cnbc.com blmbg.com forbes.com reuters.com cnnmoney.com
4%
8%
12%
16%
Online Rdrs % Reach
BUSINESS WEBSITES ACCESSED AS PART OF A DAILY
ROUTINE
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%)
15.8%
19.8%
16.6%
14.5%
16.8%
18.3%
14.8%
21.7%
4,000
8,000
12,000
16,000
20,000
24,000
econ.com wsj.com ft.com cnbc.com blmbg.com forbes.com reuters.com cnnmoney.com
6%
9%
12%
15%
18%
21%
24%
Online-Daily Routine % Net Reach
INFLUENTIAL ENGAGED
AMPLIFYING
T H E U S E R J O U R N E Y
READ ANALYSE DISCUSS SHARE UNDERSTAND
WHAT IS ENGAGEMENT?
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)
PASSIONATE ABOUT THE ECONOMIST
950,000 Facebook fans 1.5 M Twitter followers
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
ENGAGEMENT IN
Engaging News Hungry Audiences Tweet by Tweet: An audience analysis of prominent
mainstream media news accounts on Twitter.
A B C
+ + A U D I E N C E B R A N D C O M M U N I T Y
The Ideas People: Global influencers, intellectually curious, business leaders
The Economist: For over 160 years, the premier destination for credible, intelligent analysis of global events
The Connection: Our readers don’t just consume, they participate, create and share ideas.
THE ECONOMIST EQUATION TO
ENGAGEMENT BUILDING
Engagement =
Response
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)
A SELECTION OF ENGAGEMENT
PROGRAMS
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
THE ECONOMIST DEBATES
© The Economist 2010
E-alerts
Promotional banners
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
THE ECONOMIST SPECIAL REPORTS
100% share of voice of all ad placements
including main page, article pages and
comments pages.
Co-branded ad units
promoting the free
download.
The downloaded PDF contains Huawei’s
solus FP4C ad
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
TOPIC SPONSORSHIP
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
BRANDED CONTENT
300x600 music player and desktop
widget
BRANDED CONTENT
OTHER PLATFORMS
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
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
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)
Free to all device owners Available as a single download or as part of
subscription package (online and/or print)
Six articles each week, hand selected by John
Micklethwait, The Economist’s editor-in-chief
Access to the full contents of each week’s issue of
The Economist – free for existing print and online
subscribers
Download fully onto the device, giving users
uninterrupted access with no network connection
required
Download fully onto the device, giving users
uninterrupted access with no network connection
required
Audio versions of these key stories are also
available, ideal for the mobile audience
Includes full audio edition and ‘sync with text’
feature
Single issue downloads are $5.99; Subscriptions are
quarterly for $29.00 or annual for $110.00
Articles are uniquely
formatted so user can pinch-
to-change font size for
preferred font size.
Professionally recorded audio
versions of every article, so the
user can listen to content while
on-the-go.
User can click top bar to find
articles in the same section for
easy content navigation.
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.
THE ECONOMIST DIGITAL EDITIONS
USER READING EXPERIENCE
Readers can share articles that they find particularly compelling on their Facebook and
Twitter accounts.
THE ECONOMIST DIGITAL EDITIONS
LEVERAGING SOCIAL MEDIA
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%
Regular Readership reflects user engagement
Unique active readers per region as of April 2012
* Week of 23rd July issue
Region Monthly Readership Weekly*
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
CASE STUDY
BASF
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.
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.
Program details subject to change and final edit approval.
Mock-up 1: Multi-tab unit
(300x250)
Technology Quarterly
Economic Channel
Technology Quarterly
Technology Quarterly
Economic Channel
Technology Quarterly
Mock-up 1: Multi-tab tablet unit
(1024x 768)
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 advertising.
New: Multi-Tab Unit
