An Ad For A Story About A Thriving Magazine

“Jon Friedman’s Media Web” column on looks at how The Economist manages to grow (ad revenue is up 6% this year) while other titles flounder.

“The underlying problem in magazine publishing is that many books think that the readers are less valuable than the advertisers,” Paul Rossi, managing director and executive vice president of The Economist Group, Americas, said.
The Economist carries a hefty price tag of $6.99 an issue, but it offers no apologies.
“Once you’ve built a brand, you can put your prices up,” Rossi said. The price of a single copy of a magazine “should be at the top of the range, not the bottom.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.