March 15, 2016 Last Updated 9:06 am

The Economist launches new lifestyle magazine: 1843

The Economist magazine has launched a new lifestyle magazine called 1843 (after the year the original magazine premiered). The bi-monhtly title will look to capture advertising targeting upscale readers. Advertisers in the first issue include Rolex, Ralph Lauren Dolce & Gabbana, Maserati, UBS, The Peninsula Hotels, Barclays and Omega.

Screens-1843As part of the launch the app for from Intelligent Life has switched to 1843. The support website will not be paywalled.

Intelligent Life had previously been targeted for Europe, but web traffic was mostly coming from the US, leading to the logical conclusion that any lifestyle magazine should also be available to US readers (and the US economy is currently outperforming that of many European countries).

Previous announcements set the premiere date for March 9, but the magazine appears on newsstands today in the UK and in the US tomorrow.

“A lot of luxury advertisers told us ‘we absolutely love The Economist audiences, but we don’t necessarily want to put our luxury creative next to a story about war’…And that’s really what we’re promising advertisers – that same audience but in an environment that is more contextually relevant,” Nick Blunden, publisher of 1843 magazine, told Newsline. Blunden was previously Global Managing Director, Client Strategy at The Economist.

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