The Economist recruits Snapchat to showcase weekly indepth feature

The Economist magazine is to offer its content to Snapchat users in the US, Canada, Britain and Australia through the Snapchat Discover platform.

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Each weekend, the Economist will publish an edition on Snapchat Discover that examines one theme or subject in depth through 14 or more "top snaps", or animated cards, supplemented by reporting, analysis, charts, maps and videos from the Economist's editorial team.

"As the news environment becomes ever noisier, our expertise in providing provocative analysis of current affairs, and in spotting trends, helps our globally curious readers understand the future. We look forward to sharing these insights with Snapchat users," said Tom Standage, deputy editor of The Economist. "In addition to our coverage of world events and business, The Economist has always been an advocate for change, in fields from gay rights to drugs policy; we think our global, comparative and evidence-based outlook, with a dash of wit for good measure, is a perfect fit for the Snapchat generation."

Each edition will also include four advertising slots utilizing Snapchat's Snap Ads format. Goldman Sachs will be the exclusive advertiser of the first edition.

"We couldn't pass up the chance to be part of The Economist's launch on Snapchat. What a great opportunity to be connected to a whole new audience of readers who are interested in The Economist's brand of intelligent and insightful analysis," said Amanda Rubin, global co-head of Brand and Content Strategy at Goldman Sachs.

The Economist's first Snapchat edition will focus on current fears about a jobless future, and through a series of short video 'snaps' and articles, the edition will explore sluggish economic growth, the on-demand economy and the effect robots are having on jobs.

"Joining Snapchat Discover is the latest initiative in our "Read, Watch, Listen" strategy, allowing The Economist to adapt its highly-regarded content to new platforms as a way to grow reach and awareness with key audiences," said Lydia Kaldas, senior vice president, strategy and channel relationships, at The Economist.

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