HONG KONG: The Economist is planning a redesign as part of an
overall programme to perk up its brand and double the circulation of all
of the group's products, including The Economist Intelligence Unit and
The Economist Conferences.
The work is being spearheaded in Asia-Pacific with the help of
OgilvyOne, however, The Economist Group global chief executive Helen
Alexander describes the upcoming changes as part of an ongoing evolution
of the brand.
"The brand is in constant evolution and over the years we've had a
number of timely changes, big and small."
While Alexander declined to offer specific details about the
revitalisation push, she did say part of the effort will involve
attempting to capture a younger group of readers who are in the top 10
per cent of income earners and who have an interest in international
news analyses.
"Some of the growth will come from younger people. People who are
executives in their 30s are also our target."
