By Kevin McCauley
The Economist Group today launched the Ideas People Channel, a branding platform to help marketers reach consumers based on personality attributes vs. demographics.
The Channel is launched in conjunction with nearly 30 publishers that were identified by Economist readers as their favorite online destinations.
Joining The Economist on the site are The Nation, New Republic, Talking Points Memo, American Prospect, Mother Jones, Kiplinger, Daily Kos, Political Wire, Christian Science Monitor, Alternet, Technology Review and Roll Call.
The Channel covers 21M people who are "intellectually, curious, opinionated, influential and passionate about business, globalization, innovation and culture," according to the release.
Stephane Pere, VP and chief of Ideas People Channel, says the new platform marks a return to "common-sense media planning."
He believes it’s wrong to think "you can buy audience with technology. Cookies are not readers; editorial environment is key."
IE Business School, which is in Madrid, is Ideas People Channel’s charter advertiser.
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