The Economist’s Bizarre Baltimore Blitz


The Economist's Bizarre Baltimore Blitz

When a Test Is Not a Test March 28, 2006: Vol. 2, Issue No. 24 IN THE NEWS A Magazine's Blitz of Baltimore The Economist, the venerable weekly published by the British company Pearson, is using Baltimore—chosen because it is a typical American market for the magazine—to test a new effort to increase newsstand and subscription sales, along with brand awareness. The test involves employees of the magazine and four agencies on both sides of the Atlantic. The test, costing an estimated $500,000, is unleashing a panoply of advertising and promotional efforts on metropolitan Baltimore. Among them are posters, print advertisements, banner ads