The Economist has launched a new multi-platform advertising package for brands called “First Impression” with this week’s issue, letting brands measure the impact of their campaigns across all Economist channels, including web, mobile web, tablet app, and mobile app for the duration of the campaign.
A premium ad spot in the print edition of The Economist is also included as part of the package.
First Impression launches at the same time that The Economist is releasing a new weekly audience numbers certificate across all of its platforms known as Total Economist Weekly Audience or “TEWA.” The certification, audited by PricewaterhouseCoopers LLP (PwC), maps The Economist’s audience across all of its reader platforms, providing a non-duplicated figure for the first time, and an indication of how many Economist readers are accessing content across more than one platform.
The Economist is the first international magazine to release its circulation numbers in this format. Released on June 12th, the certificate reveals that more than 39% of The Economist’s worldwide readership consumes their content across at least two platforms.
PwC, who worked closely with The Economist throughout the auditing process, note that this reflects shifting worldwide audience behaviour. ”Clients are increasingly expecting multi-platform metrics to measure the impact of their campaigns. The Economist’s launch of TEWA reflects their commitment to transparency with advertising clients in a multi-platform world and PwC were happy to help them tackle this challenge” said Sam Tomlinson, PwC Partner.
“As readers increasingly move between print, apps and online we have developed First Impression to effectively let advertisers follow them’ said Paul Rossi, President of Group Media Businesses at The Economist. He added, ‘We are excited that advertisers will have the chance to embark on this industry ‘first’ with The Economist and will see our vision for true multi-platform marketing”.
A global manufacturer of consumer products will be the first brand to use First Impression this week in the June 14th-20th edition of The Economist, available on newsstands, online and via The Economist app.