‘The Economist’ introduces special-delivery program in New York

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New York—The Economist Thursday introduced a trial program that allows New Yorkers to “use their cellphones to order overnight home delivery of the new issue at the regular newsstand price,” according to Advertising Age, a BtoB sibling publication.

New Yorkers who receive weekly texts previewing the magazine’s stories will also receive a link to a Web page where they can order the issue. The magazine will then be delivered by 6 a.m. the next morning, meaning participants in the program can receive the publication before it appears on newsstands. These hand-delivered copies cost $6.99.

“The idea is that you’re a reader of The Economist or curious about The Economist,” Paul Rossi, the publisher for North America, told Advertising Age, adding: “One of the strategies of The Economist has been to get copies into people’s hands to get trial, to get sampling, to get people closer to the magazine. This is an extension. We don’t see it necessarily as cannibalizing newsstand, but it’s just another way for another group of people to get a copy.”

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