Economist's circulation surges in India

In the midst of the economic downturn, UK’s widely circulated business magazine, The Economist, has grown at an average weekly rate of 30 per cent in India. In May 2009 over May 2008, its circulation saw a 42 per cent jump, said Suprio Guha Thakurta, managing director, The Economist India, quoting Audit Bureau of Circulation numbers.

“Our growth has been driven by impressive increases in all three sales channels — subscriptions, newsstands and bulks. Today, our circulation in India is almost 25,000,” said Thakurta. The surge in circulation rides on the back of heavy investment in brand building using outdoor, print, online and even television media. Circulation could grow further if

 

The Economist prints in India instead of being flown in from Singapore and then being distributed by Bennett, Coleman & Company Ltd. However, unless the government allows foreign facsimile editions published in India to tap local content and advertising (both are currently banned under the law), its publishers are not interested in printing out of India. Thakurta says the launch of Forbes India and probably soon-to-be launched Fortune do not bother him as they are not direct competitors.

“The Economist’s USP is to provide a global perspective that’s manifested in the fact that we have a single global editorial edition,” said Thakurta.

Priced at Rs 200, The Economist is a circulation positive magazine — that is, it makes money on its cover price.