How The Economist uses the Espresso app to appeal to a younger audience

How The Economist is capturing the attention of students with Espresso

The short version: The Economist is offering its Espresso daily news app free for students aged 16 and older. This move is part of a broader strategy to engage younger, digital-first audiences. The app now also features AI-powered translations in French, German, Mandarin, and Spanish, expanding its global reach.

Why it matters: Younger readers prefer fast, digestible news formats. Espresso delivers brief, factual journalism that fits their mobile-driven lives, helping The Economist build long-term relationships with future subscribers.

Espresso’s appeal:

• Five daily articles on global developments.
• The Intelligence podcast and hands-free audio.
• Interactive quizzes, charts, and personalized reads.

Nada Arnot, Executive VP of Marketing at The Economist, says, “We’re leveraging product innovation, AI, and our brand’s strong identity to connect with younger, more diverse audiences, while ensuring we don’t alienate our loyal, core audience.”

What’s next: At the Digital Growth Summit on October 8th, a key Economist executive will share how Espresso is helping connect with the next generation of readers while leveraging AI to grow globally.

Understanding misinformation and algorithms

The challenge: Misinformation is widespread, and platforms like Facebook and X (formerly Twitter) face increasing pressure to control harmful content. Publishers are balancing the benefits of using these platforms with the risks of misinformation.

The role of social media: Social platforms amplify both connections and misinformation. As Adam Tinworth puts it: “The great thing about the internet is that it allows communities to find each other. The terrible thing about the internet is that it allows communities to find each other.”

Algorithms often drive what we see online. Myojung Chung’s study highlights that: “When people understand how algorithms filter information, they better see the potential pitfalls… and recognize that algorithms may amplify misinformation.”

What’s next: Publishers should focus on educating readers about how algorithms shape content. By fostering direct engagement and media literacy, they can build more informed, loyal audiences.

Online news overtakes TV in the UK

The short version: In 2024, 71% of people in the UK now consume news online, surpassing TV for the first time, according to Ofcom. This shift highlights the growing dominance of digital platforms, social media, and mobile apps as primary news sources.

Why it matters: As Pew Research found, observing young people’s behavior can be useful to predict future trends. Young audiences are leading this trend, with 88% of 16-24-year-olds getting their news from digital platforms, particularly social media.

Key takeaways:

• Content consumption: Younger audiences prefer quick, multimedia-rich content that fits into their mobile-first lives.
• Misinformation concerns: With social media playing a major role, platforms face scrutiny over misinformation, making credibility crucial for publishers.
• Audience habits: The shift to real-time, personalized news consumption via mobile devices signals the need for publishers to invest in engaging, platform-specific formats.

Hear from TikTok’s Head of Publisher Growth & Development at the Digital Growth Summit

The word is out! Dennis Papirowski, Global Head of Publisher Growth & Development at TikTok, will speak at our Digital Growth Summit on October 8th in Brussels. Dennis brings a wealth of experience, leading TikTok’s efforts in developing innovative solutions for global media partners. With a career spanning YouTube, Google, and founding his own media distribution venture, he’s been at the forefront of digital transformation across Europe for quite some time now. Want to know how media companies can successfully leverage TikTok?

🔗 Unlock the Power of Reader Engagement with Twipe Analytics

Twipe Analytics provides editorial teams with actionable insights into content performance and reader behavior. With tools like Edition Analytics, you can track engagement across both digital and print editions, surfacing your most compelling content fast.

Key benefits of Twipe Analytics:

• Track reader behavior trends: Easily monitor reader engagement across devices and editions, helping you create more engaging content.
• Identify top-performing articles: Promote your most successful stories across platforms like your website, newsletters, and push notifications.
• Reduce churn: Predict and win back readers at risk with personalized engagement strategies.

🗞️ What we’re reading

• Digiday covers the tumultuous start of Google’s antitrust trial and its potential to reshape the digital ad industry.
• The Salt Lake Tribune wants to do away with their paywall.
• Press Gazette highlights how two former Emap editors created a £1m+ revenue-generating B2B platform in the UK construction industry.

💡 Twipee recommendations

Will you join us for the Digital Growth Summit?

If you’re in Brussels, Jolien Van Assche, our Customer Success Delivery Lead, recommends the Horta Museum:

“I recently visited the Horta museum and was amazed by the beautifully preserved art deco interior of this family home, filled with one architectural masterpiece after another. Keep your eyes open for hidden gems, like a telephone built into a luxurious 1900s kitchen table.”