2 minutes with… Nick Valery, Editor, Intelligent Life

Why has The Economist Group launched Intelligent Life? We saw a need for people who are interested in reading about trends in The Economist style, but in terms of how it will affect them personally.

How does it fit alongside The Economist?

Intelligent Life uses the same kind of social analysis and trend-spotting skills as The Economist. But instead of aiming to give readers insights for making professional decisions on behalf of their organisation, shareholders or constituents, Intelligent Life seeks to help people make important decisions about their own lives.

How does it compare to other lifestyle magazines?

It is not necessarily a lifestyle magazine in the same way as others in the market. It’s designed as a publication that can sit on your shelf for a while and you come back to.

Who does it target?

It is a very similar audience to The Economist. The three A’s: affluent, ageless and aspirant. They are young professionals aged in their 30s and 40s, and it shouldn’t have a male skew.

Does it have a very broad editorial range?

We have narrowed down the areas that people want to read about – design, art, entertainment, fashion, travel, politics, sport, health and business. We’ve broken it down into distinct sections, but within these sections it’s quite concise.

What story ideas are you looking for from PR people?

We want trends more than anything. Intelligent Life will be not so much a ‘how to’ but a ‘why to’ publication. We want to speak to those people who are leading the trends.

How do you like to hear from PROs?

Either phone or email, whatever is convenient for them, I don’t mind. But the deadline is getting close so perhaps they should just call.

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