The magazine that bucks all trends

The magazine that bucks all trends

The Economist has just made a £60m operating profit. Sales are robust and its digital offering is thriving. What is the secret of its success?

Don’t call it a magazine. The Economist is a newspaper. A newspaper, as described by one previous editor, “where the readers, with higher than average incomes, better than average minds, but with less than average time, can test their opinions against ours”.

Few publications would dare nurture such a superiority complex. There’s a joke about the ideal paragraph in The Economist reading, simply, “Wrong” as it dismisses an idea which does not measure up....

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