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1st February 2017
Jamie Credland, SVP Strategy & Marketing
@jcredland
WHAT DOES A 173-YEAR-OLD
PUBLISHER LOOK LIKE ON
SNAPCHAT?CREATING A CULTURE OF INNOVATION WITHIN AN ESTABLISHED
BUSINESS
A LITTLE HISTORY
5.5m
6.7m
Reach
On-platform
Off-platform
OFF-PLATFORM TRUMPS ON-
PLATFORM 3
LIFE AS A DISTRIBUTED MEDIA BRAND
IN 2016, MOBILE CREATED THE NEWS
SOCIAL MEDIA IS INCREASINGLY THE
MAIN NEWS SOURCE
5
6
5
11
6
8
9
14
0
2
4
6
8
10
12
14
16
Germany UK France USA
%
2015
2016
http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf
You say you’ve used these sources of news in the last week, which would you
say is your MAIN source of news? Answer: Any Social
TRUST IS LOW AND GETTING LOWER
41 42
32
17
55
52
34
21
0
10
20
30
40
50
60
Germany UK USA Greece
% a
gre
e
Under 35s
Over 35s
http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf
Thinking about news in general, do you agree or disagree that ‘I
think you can trust most news most of the time’?
MILLENNIALS ARE… MISUNDERSTOOD
Source: Bloom Worldwide
IN CRISIS, MILLENNIALS STILL TURN
TO ESTABLISHED MEDIA
Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015
11
“I saw a few videos
pop up on
Facebook,
however I did turn
to the TV for more
info”
12
13
SMALL TEAMS ARE BETTER THAN BIG
ONES 14
15
“That which is
measuredimproves.
That which is
measured and
reportedimproves
exponentially”
Karl Pearson, 1857-1936
WHAT DOES THE ECONOMIST DO?
1. A smart guide to the forces that shape
the future
2. A trusted filter on world affairs
3. Advocacy for positive change
4. A global perspective
5. Quality for which our readers are willing
to pay
The Economist Espresso
WHAT IF WE’RE NOT WEEKLY?
Agenda Page First Article Advertisement End Page
WHAT IF WE USE FILM?19
WHAT IF WE USE FILM?20
AND WHAT ABOUT SNAPCHAT?21
THE ECONOMIST ON SNAPCHAT22
1st February 2017
Jamie Credland, SVP Strategy & Marketing
@jcredland
THANK YOU