"the Economist" Magazine Case Studies

The thesis focuses on the world-famous newsweekly The Economist. It reviews its background and 160-year-history, and carefully examines its editorial principals and methods of operation. The article is composed of five parts.The first chapter explains why the research is conducted. In a depressing environment for newspapers and magazines all around the world, the outstanding magazine has set an example for its counterparts.The second chapter is about its history, and how the establisher James Wilson decided its future.In the third chapter, its editorial principals are summarized. For example, its liberalism belief, anonymity, worldwide coverage, predictive report, creative use of tables and statistics and so on.The fourth chapter analyzes how the group sells both the magazine and the ad pages, and how they expand their brand.The last chapter tries to give some advices to its Chinese counterparts.