Strategy - Thursday, September 3, 2009 13:14 - 0 Comments

The Empire Strikes Back

Content – The Best from the Brits

I have been thinking for awhile about three magazines founded in the UK and published stateside, two with US versions: The Economist, The Week and Monocle. All three publications have developed a following in the US and least two of the three, The Economist and The Week, are growing in circulation and advertising sales in a horrible economic climate.

What are they doing right and what are they doing differently from many US publications? As a reader of each one of them let me begin with this: they have a strong “voice” in presenting their content. I am sure they invest in reader/audience/advertiser research, but then they step back, look at that with a grain of salt and bring perspective to what they publish.

Each publication has what I refer to as “signature” content that is distinct.
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