On this week's episode of Media Voices we hear from The Economist's Executive Vice President of Marketing Nada Arnot. Marketing isn't something we talk about a lot on the podcast, but as Arnot makes clear it's an integral part of media companies' ability to address, convert and retain audiences.
The Economist has just launched its largest brand campaign since the early 2000s, so Arnot tells us about how the news-focused magazine is seeking to attract younger readers, why she believes long-term brand building is vital in today’s news ecosystem, and the future plans for marketing The Economist.
In the news roundup the Media Voices team discuss the news that a group of 32 European media organizations, including notable names like publishing giant Axel Springer and media heavyweight Schibsted, have jointly filed a Є2.1bn ($2.3 billion) antitrust lawsuit against Alphabet-owned Google. We ask why no adults ever get round the table to discuss a realistic approach to solving these issues before they arise - and whether it will all matter in a few years given the rapid rise of Amazon's ad capabilities.
Media Voices: Corinne Podger on mobile journalism and digital storytelling
Media Voices: The New Statesman's digital editor Jasper Jackson on paywall strategy
The Telegraph's Director of Product Cat Wildman on navigating tech trends and platforms
Media Voices: Bauer Xcel's Ian Betteridge on leading a data-driven digital division
Media Voices: Deadspin editor in chief Megan Greenwell on a bigger mission for sports journalism
Media Voices: Allure editor in chief Michelle Lee on representation in magazines
Media Voices: White Light Media CEO Fraser Allen on indie mags and content marketing
Media Voices: The Book Of Man founder Martin Robinson on promoting mental health online
Media Voices Paywall Special
Media Voices: PressPad founder Olivia Crellin on the need for diversity in journalism
Media Voices: LSE's Charlie Beckett on its Truth, Trust and Technology Commission
Media Voices: Mic's Cory Haik on millennial loyalty and the importance of deliberate distribution
Media Voices: The Disconnect's founders on experimentation and counter-intuitive bets
Media Voices: The Atlantic's Executive Director EMEA Jemima Villanueva on trust and transparency
Media Voices: Scottish Wedding Directory's Chris Phin on switching niches and ads vs reader revenues
Media Voices: Twitter's VP for EMEA Bruce Daisley on news, live video and transparency
Media Voices: Positive News' Sean Dagan Wood on building membership around constructive journalism
Media Voices: The Pool's Sam Baker on measuring digital success and launching paid-for newsletters
Media Voices: New Scientist's head of data science Kimberly Karman on paywalls and GDPR
Media Voices: European Journalism Centre's Adam Thomas on sustaining quality journalism
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