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I Never Read

I Never Read | The Economist | BBDO
basics
Industry: Media & Publishing
Media:Print
Market:United Kingdom
Language:English
Style: Minimalism
visual contents
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Other credit:Advertising Manager Jacqui Kean
descriptioncnen
Description / Synopsis


This white out of red poster campaign, originally inspired by the magazine’s masthead, uses wit and wordplay to demonstrate that The Economist is a publication read by successful and intelligent individuals. The price of admission to this unique club of successful people is the price of the magazine.

Context


In 1988 The Economist, with its traditional positioning as a weekly newspaper, was competing for share in a highly aggressive marketplace. People’s choice of media was expanding and as a publication with a rather worthy and intellectual image it could easily have been forced out of readers’ repertoires.

Philosophy/Solution


The importance of selling a brand, not next week’s issue
Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactical, content-led approach. It was a decision that paid dividends. Over the past 14 years, the award-winning ‘White out of Red’ campaign has helped The Economist to enjoy a circulation increase of 64%, against a market decline of 20%, subscriptions to the title have almost doubled and an advertising rate card growth seven times greater than its competitors.
awards
IPA Effectiveness Awards 2002
Silver Award
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