BtoB Media Business - May 2011 - (Page 6)

Upfront ‘The Economist’ aims to expand brand through PBS documentaries BY NATHAN LIPKIN The Economist is partnering with “PBS NewsHour” to run a series of documentaries to show a broader U.S. audience that there’s more to its brand than just the magazine. “PBS attracts the same group of people that might be interested in The Economist. It’s putting us in front of them,” said Gideon Lichfield, editorial director of The Economist Film Project, announced in December. “We feel like there’s a much bigger audience we could reach.” PBS will broadcast four films—“The Edge of Joy,” “Wagah,” “Last Train Home” and “Good Fortune”—that The Economist selected from more than 600 submissions. The documentaries focus, respectively, on survival in a Nigerian maternity ward, a nightly ritual at the widespread perception of the brand as being just a print publication. The Economist recently conducted a survey to see what people thought of its online videos and found only border crossing by road between that “none of the people in our surveys India and Pakistan, Chinese parents aban- knew we did video,” Lichfield said. With doning rural families in search of urban the film project, The Economist can show work, and the negative efbroader involvement, he said. fect of foreign aid on Kenya. “We are trying to encourLichfield said the venture age the kinds of films that do should increase The Econothe same sort of thing that The mist’s exposure in the U.S. Economist does, which is exHe also sees it as a way to plain the world. So it’s reachshowcase the message of the ‘PBS NewsHour’ will broad- ing a broader audience but publication and its multiple cast four films presented by also changing the perception ‘The Economist,’ including media platforms. of what The Economist does,” ‘The Edge of Joy.’ “It’s a way to spread peoLichfield said. ple’s associations with The Economist, because “You may see other brand extensions we are perceived as a financial magazine coming up in the next few years,” he even though more than two-thirds of the added. “The magazine is always going to magazine is about international politics and be the core of it, and it’s still a very profglobal affairs,” he said. itable business, but it’s a base we can The effort is also designed to change the build on.” Android Apps ARE HERE Publishers can now enjoy affordable cross-platform mobile solutions Texterity offers publishers Total Mobility built on scalable, non-Flash technology that’s compatible with iOS and Android devices. Branded to your magazine, Texterity’s mobile magazine apps feature videos, advertising, and live feeds that drive reader engagement, revenue, and between-issue use. Ask about our new Wonderfactory modules including slide shows, Twitter feeds, 360° animation – and soon, Commenting, Facebook integration, and Polls. 508-804-3000 or 800-455-5450 www.texterity.com/info-request 6 | Media Business | May 2011 | mediabusinessonline.com http://www.texterity.com/info-request http://www.texterity.com/info-request http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - May 2011

BtoB Media Business - May 2011
Contents
Upfront
Top Print Advertisers
Top Innovators
Sales & Marketing
M&A
Audience Development
Events
Production
People
Benchmarks
Endnote

BtoB Media Business - May 2011