Success Story
The Economist
Connecting with new and existing readers on Quora
5M
Quora session views
Idrees Kahloon, Data Journalist, The Economist
The Economist Internal Data
1.5M+
new content views
Tom Standage, Deputy Editor and Head of Digital, The Economist
The Economist Internal Data
About The Economist
The Economist is a British weekly newspaper printed in demitab format and published digitally that focuses on current affairs, international business, politics, technology, and culture.
Solutions
Industry
Location
Their Goal
Acquire & engage with subscribers
The digital age introduced instant access to news and direct communication with publications. The Economist recognized its need to join online conversations with current and potential subscribers. With Quora, The Economist outlined 3 primary goals:
1. Reach new audiences to drive subscriptions and generate
interest in new verticals.
2. Connect The Economist’s experts directly with Quorans.
3. Engage existing subscribers and learn more about their
curiosities and preferences.
We were really impressed with the quality and specificity of the questions and how engaged people were on the platform.
Denise Law
Community Editor
The Economist
Their Solution
Quora Sessions
The Economist used Quora Sessions to demonstrate authority and expertise on various topics. This includes science and technology, topics it is less known for. Journalists and editors for The Economist also made personal profiles, allowing them to gain followers and interact with the individuals who may be current or future subscribers.
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Their Creative
Make it personal
To demonstrate authority and expertise on various topics, The Economist used Quora Sessions as a platform to demonstrate its expertise. There are many topics it is less known for, but science and technology were less known. Additionally, The Economist's journalists and editors created personal profiles so that they could interact with subscribers and gain followers.
Their Advice
Active commenting
Beyond writing and hosting Sessions, The Economist used comments to join conversations on Quora. Writers and publishers engaged with current or future subscribers by responding to their Quora questions.
Their Results
Millions of engaged viewers
Sessions effectively distributed content to Quora's audience. For example, Idrees Kahloon’s Session on data science received 5M views alone. The Economist contributors and editors with Quora profiles also benefitted from large followings and the ability to answer questions that users asked them specifically. Since joining Quora, Deputy Editor and Head of Digital Strategy Tom Standage amassed over 9k followers and 1.5M+ content views.
Clearly, Quora has built a community of smart people, which attracts experts; we’ve not been able to build a similar environment on the Economist.com.
Denise Law
Community Editor
The Economist
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