The Economist’s 1843 magazine
2017 Finalist

The Economist’s 1843 magazine

The Economist

London, United Kingdom

Category New Print Product

Overview of this campaign

In March of last year, The Economist launched a new print magazine called 1843. Named for the year in which The Economist was launched, it is aimed at the highly educated, affluent people who read The Economist, but who want something different to read in their downtime. 1843 has sections on culture, travel, style, design, technology and food & drink. Importantly, it has a global focus and covers many areas of the world that would be interesting not just to a European but also to an American or a Singaporean.

And while The Economist provides its readers with concise, evidence-based reporting, 1843 offers them longer features that explore the world at a more leisurely pace, through narrative, profiles, reportage and travel-writing. With clean, clear design and high-quality paper, it showcases arresting photography.

Since 1843’s launch, we have published some notable pieces, ranging widely both geographically and in their topics, including the first magazine cover that Amal Clooney has done, for a story on her fight alongside the Yazidi people to take Islamic State to the international criminal court; an essay on why people work so hard these days (that went viral online); a profile of Eva Longoria and her campaign to get Hispanics to vote in the American election; and a report on the first hotel in Antarctica.

Our goal with the launch of 1843 was to create a truly global publication that fills a gap in the luxury magazine market providing substance as well as style.  We wanted it to appeal to both advertisers and readers.


Results for this campaign

Nearly one year on since launch, we have published six print issues of 1843 for 460,000 subscribers.  

Our advertising clients have included watches, jewelry, fashion, automobiles and the like. Over 30 big luxury advertisers signed up for the launch issue, including UBS, Omega, Rolex, Dolce & Gabbana and Ralph Lauren, with many advertising with us again since. Our most recent print advertisers include Chanel, Burberry, Porsche and Faberge, Tudor, Jaguar, Rolls Royce, William & Son and Thomas Pink.  On average we have 26 pages of advertising per issue.

1843 is also sold on newsstands across the world reaching an affluent, global and intelligent audience in the Americas, UK, Europe and parts of Asia, making it a truly global product.

Importantly we have aligned our luxury magazine with The Economist by naming it after our founding year and inviting our Economist editorial staff to contribute regularly. Around half of the articles published in the magazine are written by Economist journalists. And, as you would expect, the quality of the writing and reporting is exactly the same as that found in The Economist, providing our loyal readers and wider audience with a product that speaks to them when they have their feet up at home, during the weekend or while on holiday.  The Economist tells readers what they need to know to navigate the modern world; 1843 tells readers what they might want to know to enjoy it a little more.

The launch of the first issue of 1843 was picked up in many global media outlets including:

Women’s Wear Daily online
Evening Standard
Meedia.de
Campaign
Marketing Magazine
Media Week
Brand Republic
MediaPost
Digiday
MediaTel
Campaign Asia
Mumbrella Asia
Digital Market Asia


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory