Lean Back 2.0 | Economist Group :: When publishing on the web really took off about ten years ago, we at The Economist reasoned, rightly (in part), that this was the beginning of a general shift in reading habits from print to web and, wrongly, that in order for The Economist to continue to satisfy our readers’ needs in the same way as it did in print we would have to find a way of repackaging the newspaper for the online environment.
In fact, although the web did herald something new, our research told us that, regardless of age or geography, our readers enjoyed The Economist in print as a ritual, lean-back, immersive reading experience which could not be replicated on a desktop computer. We saw, then, that the web would not replace print in our readers’ lives. Indeed, over the past ten years, while the web has devastated the business models of many newspapers, our print circulation has nearly doubled.
The web provides a completely different experience from print.
Digital strategy, an analysis - Continue to read Oscar Grut, www.economistgroup.com
HT: Jennifer 8. Lee, here:
RT @jenny8lee: For The Economist. Digital=significantly higher profits from circulation in medium term." bit.ly/N78NXM Different...
— Mathew Ingram (@mathewi) Juni 20, 2012
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