The lowdown on The Economist’s APAC plans
The Economist’s chief marketing officer Michael Brunt talks about how the brand is perceived in Asia, how digital is sold differently to print, why it will never budge on ratecard and why Australia is one of its best markets, in an interview with Mumbrella Asia editor Robin Hicks.
So what’s the plan to grow in Asia this year?
Asia is incredibly important for us because of the way we classify our audience.
Hi Michael,
We were contacted by your Asian marketing dept. recently, who were based in India.
I was amazed that they asked us to propose a straight Cost per Acquisition strategy for them and would not even consider the factors that such a campaign brings.. i.e – rubbish traffic.
Being a premium global brand is one thing, but I feel that you need to tighten up certain internal divisions before expanding to new markets!
Sincerely,
Concerned Buyer