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