'Economist' in brand awareness push

NEW YORK: The Economist is continuing a national brand awareness campaign with a three-day event in New York this month.

NEW YORK: The Economist is continuing a national brand awareness campaign with a three-day event in New York this month.

The Manhattan series of events, scheduled to run from October 31 to November 2, is called “Off the Page,” and will include discussions on obituaries and political debate, as well as a performance by the Second City troupe focusing on political satire. Parent company The Economist Group seeks to raise brand awareness of the magazine in the US, and also change the perception that the title focuses solely on financial matters, said Justin Hendrix, brand marketing and PR manager for the Americas. 

“What we know from research is that there are a lot of people out there who would be predisposed to reading something like The Economist, but they don't know about it,” said Justin Hendrix, brand communications director, Americas. “And because of our name, we have some perception issues; it's considered to be about economics. The vast majority of it is international news… current affairs, science, technology, and the arts.”

It has visited 10 North American markets since February 2006, and has also conducted consumer outreach via Facebook. Hendrix added that paid circulation is up 32% and newsstand sales are up 31% since the live events began. The magazine has a North American circulation of more than 747,000, according to its Web site. 

The Economist is working with boutique firm TentPole New York on the New York event.

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