The Economist’s Intelligent Life magazine is getting a new name as 1843 prepares to go global.
There’s a new cover on newsstand around the world this week, as The Economist Group relaunches its high-end Intelligent Life title under the new name of 1843.
“The new name is inspired by the year The Economist was founded. 1843 plans to increase its global coverage by going beyond Europe to include America and Asia. For example, the launch issue will feature Sophie Roberts visiting the only hotel in Antarctica,” writes Sara Guaglione in MediaPost.
“1843 will include profiles of headline-makers from The Economist, a fashion shoot in every issue and in-depth travel narratives. The magazine will also have sections devoted to tech, food and drink, art, design, and body and mind,” Guaglione continues.
Sounds wonderful, and also sounds like a good business idea as print magazines resurge as an effortless way to connect advertisers with high-end audiences.
To the skeptics who feel now’s not the time to launch luxury print magazines, we see the high-end niche doing just fine.
Nick Blunden of The Economist Group sees things much the same. “On the advertising side, Blunden noted that over 30 big luxury advertisers signed up for the launch issue, spanning product categories including watches, jewelry, fashion, automobiles, and the like,” says Althoff.
“Luxury advertisers are really thinking in terms of global campaigns. Luxury is a truly global phenomenon, not just in Europe but now in North America, South America, Asia-Pacific and the Middle East and Africa,” Blunden adds.
The content will be available both in print and online, all supported by advertising and offering discounts in premium bundles for Economist subscribers.