The Atlantic on the success of The Economist

Michael Hirschorn

Michael Hirschorn

Our success at The Economist continues to baffle and intrigue an entire industry.

Where some postulate that it is our tone (analogous to coffee beans “shat out be a civet cat“), others are analyzing our position as simultaneously niche and global, which is no longer oxymoronic but suddenly à la mode.

Michael Hirschorn in The Atlantic is the latest. As he puts it,

The Economist has become an arbiter of right-thinking opinion (free-market right-center, if you want to be technical about it; with a dose of left-center social progressivism) at a time when arbiters in general are in ill favor.

This is the American part of any article about us, which is always amusing, since there is a one-word synonym for the convoluted phrase “free-market right-center, if you want to be technical about it; with a dose of left-center social progressivism”: That word is liberal.

But Hirschorn is really interested in why we are doing well when Time and Newsweek, which are trying to copy us, are not.

The easy lesson might be that quality wins out. The Economist is truly a remarkable invention—a weekly newspaper, as it calls itself, that canvasses the globe with an assurance that no one else can match. Where else, really, can you actually keep up with Africa? But even as The Economist signals its gravitas with every strenuously reader-unfriendly page, it has never been quite as brilliant as its more devoted fans would have the rest of us believe. (Though, one must add, nor is it as shallow as its detractors would tell you it is.)

Here he is expressing what I’ve observed to be a persistent sour-grapes, cringing, squinting snobbishness toward The Economist from American journalists at the “good” publications: They always feel compelled to call us “smug”.

Indeed, he does:

At its worst, the writing can be shoddy, thin research supporting smug hypotheses.

I don’t actually disagree. But Hirschorn then comes around to what I’ve been saying internally at The Economist for a while now:

The Economist prides itself on cleverly distilling the world into a reasonably compact survey. Another word for this is blogging, or at least what blogging might be after it matures.

This of course leads to an irony that we at The Economist all savor:

For a magazine that effectively blogged avant la lettre, The Economist has never had much digital savvy…. most of the magazine’s readers seem to have no idea the site exists. While other publications whore themselves to Google, The Huffington Post, and the Drudge Report, almost no one links to The Economist. It sits primly apart from the orgy of link love elsewhere on the Web.

As it happens, this missing “link love” was the topic of my presentation at our internal powwow last fall in Danesfield. The title of my talk was “Google Juice”. I was offering thoughts on how to increase our link love, but Hirschorn thinks that our relative dearth of it

turns out to have been a lucky accident. Unlike practically all other media “brands,” The Economist remains primarily a print product, and it is valued accordingly. …

By that he means that we are really friggin’ expensive. He then signs off with an interesting thought:

General-interest is out; niche is in. The irony, as restaurateurs and club-owners and sneaker companies and Facebook and Martha Stewart know—and as The Economist demonstrates, week in and week out—is that niche is sometimes the smartest way to take over the world.

I like that. That’s exactly what I might try to do when my book comes out.

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