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Figures released by the publication show that its social media following has grown by 44% over the last year to a total of 35.6 million. The Economist claimed this is more than any other major media brand except for The New York Times.
The Economist’s Twitter followers increased 64% to 15.7 million year-on-year between July and December 2015, while its Facebook likes grew 25% to 7.6 million and its LinkedIn group members increased by 222% to 1.4 million over the same period.
In 2015 the brand saw a 13% year-on-year rise in gross profit from its circulation business, which in part was due to culling discounted copies and attracting more subscribers who paid a premium for a bundle of print and digital editions. However, the brand’s social channels have also been a “critical component”, according to Michael Brunt, chief marketing officer and managing director of circulation at The Economist....
The power of social media is evident in contributing to The Economist's publishing success.