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Nick Blunden | Global Digital Publisher | @nickblunden
The Economist: The New Way
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Over the last ten years The Economist has enjoyed a period of unprecedented
success
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Luck or more precisely being in the right place at the right Fme has played
a significant part in this success
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As the world has got flaJer the benefits of publishing an internaFonal current affairs Ftle in English have
increased
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Mass intelligence has emerged as a global mega-‐trend and as a result
people are smartening up rather than dumbing down
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And paradoxically the rise of social media has made intelligent analysis from trusted sources more not less
valuable
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And paradoxically the rise of social media has made intelligent analysis from trusted sources more not less
valuable
Source: Pew Research Center’s Project for Excellence in Journalism in collabora<on with The Economist Group
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But to maximise the benefits of our good fortune we have had to
constantly adapt our business to the changing needs of our readers
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The Internet hasn’t changed the fact that people pay for what they value
and value what they pay for
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However, in an increasingly digital world people value, and therefore
pay for, the consumpFon experience not just the content
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There isn’t just one single homogenous digital content experience but a series
of them
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There isn’t just one single homogenous digital content experience but a series
of them
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Digital distribuFon creates new sources of value by offering customers
greater choice between these experiences
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We are experiencing a shiS from single channel to mulFchannel not the death
of print
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We are experiencing a shiS from single channel to mulFchannel not the death
of print
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Nevertheless new digital plaTorms provide the opportunity to establish valuable new media consumpFon
habits
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These new media consumpFon habits are changing the symbioFc relaFonship between media and markeFng creaFng different adverFsing opportuniFes
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To harness these new adverFsing opportuniFes we need to think less like media owners and more like
plaTorm owners
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In fact the biggest opportuniFes going forward are likely to come when we stop thinking like newspapers or
magazines
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In fact the biggest opportuniFes going forward are likely to come when we stop thinking like newspapers or
magazines
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Nick Blunden | Global Digital Publisher | @nickblunden
The Economist: The New Way