The Economist Opens Indian Market Through SMS
The Economist, the international affairs magazine, recently established a market for subscriptions in India through a unique SMS marketing campaign. The tiny share of The Economist in India’s news media marketplace drove the magazine’s utilization of a miniaturized mobile news update.
Every day at 11 a.m. the magazine would issue a free summary of headline news and accompanying links to a new mobile updates channel. The snippets of interesting stories brought mobile readers to the newsstand, bringing sales up by 15%. Over the course of the year, The Economist increased circulation in India by 39% and subscriptions by 26%. Campaign India reports,