No One's Reading This

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No One's Reading This is an INMA podcast, hosted by Kerstin Hasse, as part of the Young Audiences Initiative, supported by the Knight Foundation. Kerstin talks to media leaders, creators, and voices from outside the legacy news bubble about the one question everyone's trying to figure out: how do you actually reach younger and new audiences? Video strategies, podcast monetization, the creator economy, new revenue models — real conversations with people who are doing the work, and yes, s...

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How The Economist Cracked Vertical Video — From TikTok Launch to Subscriber Strategy

Feb 10th, 2026 10:45 AM

A 180-year-old magazine is thriving with vertical video. And the way they did it is not what you'd expect.In this episode, I'm talking to Liv Moloney, Head of Video at The Economist, about the full journey — from launching on TikTok in 2022 with a single video editor to 360 million video views across platforms in 2025, and then bringing it all back into their own app.We talk about why The Economist took TikTok seriously when many legacy newsrooms still dismissed it, how they navigate putting individual faces on camera in a publication famous for having no bylines, who's actually watching (younger and more female than you'd think), and whether vertical video is really a "young audience play" — or something much bigger.This conversation was originally recorded as a live INMA Young Audiences Initiative webinar. Listen, share, subscribe! More infos about the International Media Association and the Young Audiences Initiative supported by Knight Foundation at inma.orgGuest: Liv Moloney, Head of Video, The EconomistHost: Kerstin Hasse, Young Audiences Initiative Lead, INMA