Top achievements of 2007:
Bucking the downward trend in magazine circulation, Rossi steered a 16% increase in The Economist
’s North American circulation this year to 694,345, from 600,293 in 2006. “It’s clearly a landmark for us and drives what we charge advertisers,” Rossi said. Through September, ad pages grew 6.7%, while ad revenue rose 22.5%, according to the Publishers Information Bureau. Rossi also revamped The Economist
’s marketing strategy to improve the way the magazine “finds and keeps customers.” Using proprietary research, he has started to segment readers by such factors as the kind of products they buy and where they live.
Top priorities for 2008: Rossi is eager to grow circulation and add new retail outlets. He also wants to add a printing plant to boost distribution. “We added one this year and, if we could add another one, it would be really cool,” he said. On the online front, Rossi plans to add considerably more audio and video to the magazine’s Web site, which is something “that you have to do,” he said.