New look for venerable ‘Economist’

More eyeballs?

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The Economist’s circulation continues to grow. Circulation for the North American edition is 342,000 after increasing 74% in the last decade; the publication plans another circulation boost for the edition to 366,000 by the end of this year.

Neil Warrior, global advertising director for SAP AG, which runs ads regularly in The Economist, said the addition of four-color editorial will make the magazine much more seamless between the ads and edit. The magazine has been running four-color ads since the 1960s.

The Economist is backing the redesign with a $2.5 million global advertising campaign, which broke May 9 with spots on CNBC and CNN. Print ads are running in The New York Times, The Wall Street Journal, Financial Times, Los Angeles Times and The New York Observer. Some ads feature copy that reads: "The new-look Economist. Easier on the eye. Just as hard on the facts."

Another bible for the business class, The Wall Street Journal, is also pondering going four-color. Dow Jones & Co. Inc., which publishes The Journal, is upgrading its printing plant to provide increased color capabilities, said Steve Goldstein, a spokesman for the newspaper. He stressed that any addition of color on the news pages would not happen, if it all, until the paper’s planned redesign in the first quarter of 2002.

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