The Economist Launches Five Minute Morning App

The Economist Launches Five Minute Morning App
SHARE
THIS



A new app from global publication The Economist, The Economist Espresso, aims to help people start the day feeling smarter by delivering a quick shot of news and information.

The insight and opinion publication is launching an app which offers a five minute morning wrap up.

According to its editor-in-chief, John Mickelthwait, the app’s point of difference is that is provides a news update that is “finishable”.

He said: “We’re only going to take five minutes of your time. We will fill you up with ideas so you can go off and start your morning. That is quite similar to the weekly edition, which, although it’s quite long, is still finishable.”

When a reader has swiped through all the articles on the app, it tells them ‘that’s it’.

Mickelthwait said: “It’s giving you permission to go off and do other things having hopefully made you feel smarter.”

The initiative behind the launch was a mixture between new technology and old Economist ideas.

“The aim is to get the same kind of feel you do from reading The Economist,” said Mickelthwait. “We looked quite carefully at what our readers were doing because our readers are increasingly using digital, particularly smartphones, and we began to see this opportunity to reach them.”

The app has three sections, ‘Today’s Agenda’, ‘The World in Brief’ and ‘Market and Currencies’. The Agenda section includes five ideas each day for readers to wrap their heads around.

espresso

“There are five longer segments, still less than 150 words at the beginning that are meant to say ‘this is what’s going to happen today’,” he explained. “Now you know this, here’s an opinionated take on it and you’ll feel smarter as a result.”

The product offers two opportunities for advertisers.

“One is sponsorship,” said Mickelthwait. “Every day it says ‘this edition of Espresso is brought to you by’.”

However Mickelthwait was quick to add that sponsored editions will highlight the content was in no way influenced by a paying advertiser.

Mickelthwait added: “There’s also an advertising slot or two in there as well.”

In addition to this, subscriptions will also be paid. “We’ve always focused on a business model which relies on bringing good content that people are prepared to pay for,” said Mickelthwait. The cost to readers is $3.99 a month.

To spread the word about the app, Mickelthwait’s team is looking to owned, earned and paid media.

“We’re relying quite heavily on word of mouth. We’ll put it in this week’s Economist. There’ll be a digital campaign as well and there are one or two specific ads about it. In general, there’s a fairly wide selection of people who we think will at least try it.

“In the launch period, the hope is to get between half a million to a million downloads.

“We hope it adds greater value to existing subscribers, but also it will bring in lots of people who are either potential subscribes or just want to subscribe for this. I’ve learnt to be modest about predictions about who will get what.”

Please login with linkedin to comment

Adshel Advertising Standards Bureau KIIS 101.1 nimble SheSays

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]