On-Demand Webinars

The Economist’s Embrace of Snapchat

Presented by Lucy Rohr, Snapchat Editor, The Economist

Originally presented: 14 November 2018

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 this INMA Webinar profiling the venture, learn how The Economist worked to find the proper editorial and visual language for the Snapchat platform and how it is strategically putting its journalism in front of a vast audience of 14- to 24-year-olds they could not otherwise reach. How to introduce The Economist brand, how to move beyond perceptions of The Economist by a young audience, and how to do 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.

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