Economist awards subscriber list management to ALC
The Economist magazine has named ALC Data Management as its data manager in the hopes of generating greater revenue from the direct marketing segment.
Lake Group Media had been the previous data manager.
The Economist, which focuses on international, economic and business news, has been thriving despite the recession as its circulation and ad pages continue to grow. The weekly magazine has seen 55 consecutive rises in six-monthly ABC figures, according to a company statement.
"Throughout the years we've found that increases in ad and circulation revenue signal growth opportunities for our data sales, but in these challenging times, we know that's not a guarantee, which is why we have partnered with ALC,” said Alan Press, senior VP of marketing for The Americas sector of The Economist, in a statement. “They understand how the marketplace has changed, how our readership has evolved and they impressed us with an aggressive new sales and marketing plan."
The typical Economist subscriber earns an average household income of $249,867 annually and has spent $129 on a subscription. Currently, there are 455,006 active US subscribers and the list is 62% male.
“We think The Economist is an incredible brand,” said Britt Vatne, EVP at ALC's Tarrytown, NY office. “It's a magazine that has grown despite the current market conditions. They are one of the few magazines that's been successful in attracting a younger audience. We think there is incredible potential to market this list to a more diverse group of people.”