The Economist’s 2-year-old foray into Snapchat Discover has been hailed as a successful introduction of a 175-year-old publication to a new generation — while being true to the venerable brand’s voice.

In an exclusive, live INMA Webinar on November 14, learn how The Economist worked to find the proper editorial and visual language for the Snapchat platform, as well as how it is strategically putting its journalism in front of a vast audience of 14- to 24-year-olds it could not otherwise reach.

Lucy Rohr, Snapchat editor at The Economist, will lead Webinar attendees through how her team introduced The Economist brand on Snapchat, how it moved beyond perceptions of The Economist by a young audience, and how it did this while generating enough revenue to cover the costs of the initiative. As Snapchat scales up its Discover programme, let The Economist story be an example to legacy publishers looking to re-think storytelling to a young audience.

Webinar details:

Date: Wednesday, November 14, 2018.

Time: 10 a.m.-11 a.m. New York time.

Cost: Free for you as an INMA member. Webinars are only available to INMA members.

Register: For all inquiries, send an e-mail to Krista Avedikian at

For information on all upcoming INMA Webinars, visit here.