The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspapers and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.
While India is a sizeable and growing publishing market, we believe that The Economist has vast untapped potential. Historically Indian newspapers have largely earned revenue from advertising and not from circulation. With readers not being accustomed to paying premium prices for subscriptions, in 2007 the group developed an advertising led strategy which called for a major increase in readership via free bulk issues along with a low subscription package. The aim was that a sizeable Indian readership would attract advertisers.
Unfortunately, several market and economic factors went against our strategy over the next few years and so in 2015 the group developed a circulation led strategy which focused on profitability. Over the past two years (and two substantial price increases) we have been able to return to profitability for each copy sold and now our goal is to increase circulation.
We want to hire a consultant for three months who understands our target market in India and can help us assess the potential for our brand, identify partners we could work with, and propose how to grow our brand in India.
Note: This will be a three month contract position.
In this role you would be expected to:
1) Prepare a consumer research report which includes:
2) Create ideas to monetise our content
To succeed in this role you must have:
To succeed in the role you must demonstrate: