A media outlet focused on international business and world affairs and a younger-skewing social application seem like strange bedfellows at first glance, but The Economist and Snapchat are making a go of it.
The Economist announced today that it will publish an edition on Snapchat Discover each weekend that will cover one theme or subject using at least 14 “top snaps,” or animated cards, as well as reporting, analysis, charts, maps and videos from its editorial team worldwide.
The initial edition will seek to debunk fears about a jobless future, exploring the economy’s sluggish growth, the on-demand economy and the impact of robots.
The Economist said each Snapchat Discover edition will also contain four slots for Snapchat’s Snap Ads full-screen video ads with sound, and Goldman Sachs will be the exclusive advertiser for the debut edition.
The Economist is one of the most respected and thoughtful editorial voices in the world, and we’re thrilled that they’ll be introducing their content to the Snapchat community through in-depth coverage of some of the most important issues we face, from the future of our global economy to foreign policy and culture.
The Economist deputy editor Tom Standage added:
As the news environment becomes ever noisier, our expertise in providing provocative analysis of current affairs and in spotting trends helps our globally curious readers understand the future. We look forward to sharing these insights with Snapchat users. In addition to our coverage of world events and business, The Economist has always been an advocate for change in fields from gay rights to drug policy. We think our global, comparative and evidence-based outlook, with a dash of wit for good measure, is a perfect fit for the Snapchat generation.
The Economist senior vice president of strategy and channel relationships Lydia Kaldas said:
Joining Snapchat Discover is the latest initiative in our “Read, Watch, Listen” strategy, allowing The Economist to adapt its highly regarded content to new platforms as a way to grow reach and awareness with key audiences.
And Goldman Sachs global co-head of brand and content strategy Amanda Rubin added:
We couldn’t pass up the chance to be part of The Economist’s launch on Snapchat. What a great opportunity to be connected to a whole new audience of readers who are interested in The Economist’s brand of intelligent and insightful analysis.
Readers: What are your initial thoughts on The Economist publishing on Snapchat Discover?