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The Economist has an audience of global elites that advertisers salivate over, but its print and online reach fall short of making it a mass-reach media vehicle.
Today, the British-based newsweekly is trying to remedy that situation, with the launch of an online network composed of sites that reach Economist-like readers, but on a bigger scale.
The Ideas People Channel is the umbrella name for the network, which comprises Economist.com plus about 30 niche sites like those of Christian Science Monitor and The Nation whose content spans politics, culture and ideas.