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The Economist: Not a digital destruction but a digital opportunity

VP Digital Chris Advansun and Deepak Shah

VP Digital's Chris Advansun, left, talks with Deepak Shah of The Economist

One of the keys to the digital business model for The Economist online has been to be very careful about trying to grow for the sake of growing.

So said Deepak Shah, vice president of Marketing Operations, Americas Circulation and The Economist Digital, who talked with VP Digital’s Chris Advansun about digital business models and strategy for the international business magazine.

“We’ve been in a good position because we’ve always charged a premium price for our content, so for us, nothing has really changed,” Shah said.

Social media is some of the best marketing possible, Shah said.

He added that one of the old marketing tools for magazines was to send out samples: That’s what social media is today, a digital sampling.

For the full interview and to hear his discussion about our culture of “mass intelligence,” watch the video:

VP Digital interviews feature marketing, publishing and editorial leaders in the news business. Other recent interviews have been with Sebastian Stent, head of digital at Media 24 Newspapers and Jose Papa, corporate strategy executive director at Grupo Estado.

More about Deepak Shah and The Economist:

The Economist on Facebook
The Economist on Twitter
Deepak on LinkedIn

About the Author

I am digital director at the Reynolds Center for Business Journalism, which I joined in 2009. Before that I was Online Community Manager for azcentral, the online site for The Arizona Republic. Before arriving in Arizona, I worked at Newsday where I was Deputy Business Editor. I was the small business editor at BusinessWeek Online. I teach journalists to use Twitter, Facebook and other social media tools to expand and manage their networks. And I am a cofounder of #wjchat, a weekly Twitter chat about web journalism. You can reach me at Email: Robin.Phillips@BusinessJournalism.org OR RobinJPhillips.com OR @RobinJP

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