Roy Greenslade at The Guardian recently conducted an interview with Andrew Rashbass, the “chief suit” of The Economist. As the chief executive, Rashbass’ commercial story “turns out to be more of a digital story,” even with their impressive print circulation numbers.
Rashbass draws a distinction between the “lean-back, immersive, ritual pleasure” that comes from reading The Economist in print, to the “lean-forward, interactive” way that people use the website. He was previously in charge of The Economist’s website, and its own research found that readers were eager to build a community and have discussions on the web. Read more