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.

They have strong branding. Each publication is quite good at communicating their value proposition with clarity and consistency.

And last, they ask their readers to pay for the privilege of reading. You won’t find a $9.99 subscription offer for these chaps.

Back to the UK, I tend to think that because most publications in the UK are sold as single copies, the discriminate consumer votes each time they go to check out. So the content must deliver. The empire strikes back.

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