I Never Read
|Industry:||Media & Publishing|
|Executive Creative Director:|
|Other credit:||Advertising Manager Jacqui Kean|
|Description / Synopsis
This white out of red poster campaign, originally inspired by the magazineâs 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.
In 1988 The Economist, with its traditional positioning as a weekly newspaper, was competing for share in a highly aggressive marketplace. Peopleâs choice of media was expanding and as a publication with a rather worthy and intellectual image it could easily have been forced out of readersâ repertoires.
The importance of selling a brand, not next weekâs 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 âWhite out of Redâ 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.
|IPA Effectiveness Awards 2002|