The Economist has a large, loyal readership. That doesn’t mean they only read The Economist.
So The Economist Group last year launched a business unit called Ideas People Media, which manages the Ideas People Channel, a vertical network of more than 50 sites listed by readers of The Economist as their favorite destinations for topics ranging from business to globalization. The network, which runs display and mobile ads, reaches more than 25 million Web users in the U.S. and 37 million globally every month. It runs ads on sites like Kiplinger’s, International Business Times and The Technology Review.
“It all began with an audience study conducted by The Economist,” said Stephane Pere,vp and head of Ideas People Media. “We discovered that what readers have in common is not their demographics but their mindset, the way that they think.The Economist is their favorite destination but not the only one. When we sourced these favorite destinations, we realized we had the opportunity to build an ultra premium offer in the ad network space.”
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