Mediaweek reports that there’s a new ad network in town, one that ties together highbrow audiences who read The Economist, Christian Science Monitor, Mother Jones, The New Republic, Talking Points Memo, Daily Kos, The Chronicle of Higher Education and other like-minded periodicals.
The Ideas People Channel is the umbrella name for the network. Executives said the channel would launch with 11 million monthly unique visitors in the U.S., with a goal of reaching 21 million globally.
The Economist’s Paul Rossi, managing director, evp, Americas, said the Ideas People Channel is defined not by demographic traits like age, income or education but by their mindset. “Ideas” people are intellectually curious, opinionated and influential, he contends.
“It builds around the Economist audience,” he said. “We call it the Ideas People, because when you put a group of Economist readers in a room, there’s very little that ties them together.”