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THE ECONOMIST

Affluent, well-educated Americans who should have been subscribing to The Economist misunderstood it. While it is a lively newsweekly – livelier and more iconoclastic than Time, Newsweek, Forbes and BusinessWeek – Americans thought it was a dull monthly magazine about economics. So we positioned The Economist as Worldly. Weekly. And our ads – with the dry, Brit wit of the magazine – told potential subscribers it would help them understand the world. Subscriptions increased dramatically.