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‘The Economist’ Finds Charging For Digital & Print Separately Works Best

Like many publications whose readers are looking for both digital and print options, The Economist has been experimenting with different ways to package its content to subscribers.

The magazine offers subscribers content through its weekly print magazine, app editions of the magazine, as well as online access. For readers who commit to a two-year subscription, a print subscription is  $2.19 a week; a digital subscription is 2.19 a week; and a subscrition to both is $2.74 a week. Full app access used to be free with a print subscription.

In an interview published today by Ad AgeMichael Brunt, SVP of circulation for the Americas and global head of marketing at Economist Digital, explains why the magazine stopped giving away app access with a print subscription.

He told AdAge: “Our subscribers really value our content, and we wanted to create a pricing structure that made sense for the way that people wanted to buy our subscription. People think it’s reasonable to pay a little more for both and to give them a choice for a lower cost if they just want print or they just want digital.”

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