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.
Big Noises: Amy Kean on why media needs more weirdos
Big Noises: Neil Thackray on why content is not king
PPA Festival Special: How publishers are future-proofing audience relationships
Practical AI Podcast Special: Lessons from local media
Substack UK Head of Writer Partnerships Farrah Storr on why every magazine should embrace paid newsletters
Semafor Media Reporter Max Tani on joining a global media start-up
TIME Editor in Chief & CEO Edward Felsenthal on the secret to lasting 100 years
Trusted Media Brands CEO Bonnie Kintzer on future-proofing a legacy publisher
The Ankler CEO Janice Min on turning a newsletter into a media business
Financial Times’ Head of Newsletters Sarah Ebner on the varied role of newsletters
Word in Black COO Andrew Ramsammy on the opportunities of news collaboratives
Good Housekeeping Editor in Chief Gaby Huddart on using their centenary to be future-facing
Dexerto CEO Josh Nino on standing out in the crowded market of gaming publishers
Association of Online Publishers CEO Richard Reeves on how publishers are addressing diversity and inclusion
Special: Highlights from Media Moments 2022
Collectives and activists drive a year of change around climate reporting: Media Moments 2022
Publishers power through as hype around emerging tech comes crashing down: Media Moments 2022
Beyond the Twitter chaos, platforms and publishers re-evaluate their relationship: Media Moments 2022
Can we stop the endless decline of trust? Media Moments 2022
The importance of data in building trust: in conversation with Reuters’ Scott Malone, Stephanie Burnett and Rob Schack
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