min magazine 2008 Most Intriguing: Paul Rossi
Friday, November 7, 2008

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Paul Rossi
Managing Director and Executive Vice President, The Economist Group

Paul Rossi has breathed new life into a respected old friend. The Economist launched in 1843, but it is currently one of the most progressive brands in global publishing. Rossi’s emphasis on digital growth and innovative outreach has brought record growth. Circulation is up nearly 90 percent in North America since 2000 and 43 percent since 2005. Meanwhile, advertising revenue has grown an incredible 83 percent for the first half of 2008 versus the same time period in 2005.

“The continued development of Economist.com is key to our future,” says Rossi, who has been with the brand since 1987, was named North American publisher in 2005 and assumed his managing director position this year. “We want our Web site to be the place where our people join an intelligent dialogue about global issues. As a result, more marketers are choosing The Economist to reach its young, smart, educated and influential readers.”

According to Rossi, the best business decisions are made by consumers. “We’ve used research and testing to gain customer insights about how to reach our audience. This led us to try new retail outlets. By knowing where our readers shop, we have expanded into Whole Foods and Costco.”

Brand extensions like the Economist Intelligence Unit (eiu.com) have provided value for business consumers. “The EIU provides analysis and forecasts in print and online—along with customized research and analysis—for organizations around the world. We also organize 40-plus conferences and events a year in the U.S.,” says Rossi.




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