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Unit 6 The Enterprise Centre
Kelvin Lane, Crawley,
RH10 9PE

12th May 2016

The Economist engages readers with app

Bite-sized news app Espresso has been key to engaging with readers.

Espresso was the first new product launch for The Economist in 173 years, but has proved to be vital for the title to engage with its readership.

SVP of digital media and content strategy Mark Beard, and global digital acquisition journey and performance director Iain Noakes, are the brains behind the app.

The Economist launched Espresso in November 2014, and has since seen 1.3 million downloads.

Espresso offers readers daily curated news, including a concise morning briefing.

The news reported on the app is designed to be read on the move, which makes it ideal for commuters and busy professionals.

Speaking about Espresso, Beard said. “Our audience is defined as progressive, forward facing. They look at things beyond their own boarders, they are tech-curious. What we needed was a new product to reach those progressives, to fit within their busy schedules.”

The Economist built awareness of Espresso by marketing it to their existing audience via internal media, overlays on the website, product pages, and explainers.

The title also hired a PR company to identify influencers to built the buzz.

Beard also said: “App stores weren’t built for subscription models. They’re built for paid or free apps. For subscription models, it’s different. It caused hell to try to track."

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