The personal(ized) brand: Yet another reason The Economist is trouncing competitors

Via Scoop.it – Serve4impact: designing design driven operations

The weekly “newspaper” may be reinventing the brand for the digital age.   The Economist sells a self-image that’s high-class, high-culture, high-end. Depending on where you stand, it is either congratulatory or aspirational. But, even then, it’s inviting. As Paul Rossi, The Economist’s managing director, told the Times’ Jeremy Peters last year: “One of the things people say is, ‘You go after an affluent audience.’   But we don’t define our audience by their demographic. We define our audience based on what they think.” The magazine — or “newspaper,” as it calls itself — seeks psychographics as much as demographics. It cares about who its readers are as much as what they are.
Via www.niemanlab.org