The ultimate digest

How come The Economist is so successful when so many other weekly news magazines aren’t? Michael Hirschorn of The Atlantic magazine identifies several possible reasons:

1. Quality and breadth – ‘The Economist is truly a remarkable invention. This weekly newspaper, as it calls itself, canvasses the globe with an assurance no-one else can match. Where else, really, can you actually keep up with Africa?’2. Ability to distil the news and offer a point of view – ‘The Economist has reached its current level of influence and importance because it is, in every sense of the word, a true global digest for an age when the amount of undigested, undigestible information online continues to metastasise.’3. Smart analysis and razor-sharp clarity instead of original reporting – ‘The Economist virtually never gets scoops, and the information it does provide is available elsewhere . . . if you care to spend 20 hours Googling’.What’s interesting is that The Economist has managed to do all this without knowingly adapting to the realities of Web 2.0. In fact, even Hirschorn admits that The Economist ‘has never had much digital savvy’. The Economist, which almost demands to be seen first and foremost as a print publication, appears to stand alone online, unlinked to other news sources.‘While other publications whore themselves to Google, The Huffington Post and the Drudge Report, almost no-one links to The Economist. It sits primly apart from the whole orgy of link love elsewhere on the Web’. At the end of the day, The Economist feels like the only magazine you need to read’. Suggest we subscribe!Ref.

  • Kevin Gordon

    I put it down to:
    1 Their advertising campaign.
    2 Writing something interesting.
    3 Keeping a simple layout.